African Journal of
Marketing Management

  • Abbreviation: Afr. J. Mark. Manage.
  • Language: English
  • ISSN: 2141-2421
  • DOI: 10.5897/AJMM
  • Start Year: 2009
  • Published Articles: 145

Table of Content: July-December 2019; 11(4)

September 2019

Satisfaction and retention strategies for Nigerian Generation Y customers

Firms in the service industry have experienced a 15 to 30% drop in customer satisfaction ratings estimated at $10 billion annually due to the unpredictable tendencies of Generation Y customers, also known as Millennials. Researchers project that the population size, spending power and inconsistent behavioral pattern of this generational cohort might determine how customers will relate to service providers in the future....

Author(s): Edmund Ehichioya Otaigbe and Christopher Beehner