Original Research Article

Effects of Marketing Mix Elements on Customer’s Patronage and Loyalty (A Study of Five Domino Pizza Outlets on the Mainland, Lagos, Nigeria)

Abimbade A. Babawale¹, Dr. Ebiere Kolawole^1*, Moses C. Ekperiware¹, John A. Oyetade², Adeyinka Adewusi¹

¹Caleb University, Lagos State, Nigeria
²Lagos State University of Science and Technology, Ikorodu, Lagos State, Nigeria)

*Corresponding Author's E-mail: moses.ekperiware@calebuniversity.edu.ng

Received: 15 June 2022  I  Accepted: 18 July 2022  I  Published: 28 July 2022  I  Article ID: MRJBM22016
Copyright © 2022 Author(s) retain the copyright of this article.
This article is published under the terms of the Creative Commons Attribution License 4.0.

Abstract

Competition in the markets is getting stiffer as the working environment is constantly changing in intricacies. A variety of companies seem to have that their customers are seeking better products and value from competing brands to obtain satisfaction, and more value for their money. Hyun (2010) opined that the issue of customer’s patronage and loyalty came to the fore when marketers realize that many disgruntled customers do not essentially return to purchase their services and products and which afterwards affects revenue generated from sales. This study investigates the effects of marketing mix on customer’s patronage in Domino Pizza, Lagos. The descriptive research was adopted using descriptive survey method. Questionnaire was used to collect data which was processed using SPSS. A total of Three hundred questionnaires (300) copies of questionnaires were distributed among the customers of Domino Pizza, of which only one hundred and twenty (120) questionnaires were completed and returned. The hypotheses were tested using both correlations and regression investigations. The findings opined that marketing mix has the highest tendency to affect customers’ patronage. This is evident because the effective combination of the marketing mix elements can drive the organization towards their objective and improve their performance in term of short term and long-term performance of the company to improve customer’s patronage and loyalty. If customer’s patronage is low, there will be decrease in the profit level, low productivity, wastages in resources and other factors that can bring up loss to the company. It should be recommended that; new techniques and methods in connection with marketing mix should be adopted to ensure continued customers’ patronage and loyalty to Domino Pizza; Favourable pricing should be employed in Domino Pizza and channeled to boosting customers’ patronage and loyalty, The customers should be given high and friendly treatments in the organization to ensure more patronages

Keywords: Efficiency, Customers’ Loyalty, Customers’ Patronage, Customers Satisfaction, Marketing, Marketing mix, Organizational performance, Revenue