IMPACT OF PROMOTER PERSONALITY ON CUSTOMER PATRONAGE OF ONLINE BETTING SHOPS IN PORT HARCOURT

Abstract

Our study investigated the impact of promoter personality on customer patronage of online betting shops in Port Harcourt. Two research questions and two hypotheses guided the study. The study adopted the correlational research design, and the study population comprised of twenty-two (22) online betting shops in Port Harcourt. A sample size of one hundred and thirty (130) served as respondents of the study. Questionnaire was the major instrument for data collection, and Pearson Product Moment Correlation (PPMC) was adopted to test the various hypotheses formulated, while mean and standard deviation was used to answer the research questions, with the aid of statistical package for social sciences (SPSS) version 26. In course of the study, it was found and held that significant relationship exist between agreeableness and word-of-mouth of online betting shops in Port Harcourt. Again, that there is a strong relationship between extraversion and repeat purchase of online betting shops in Port Harcourt. It was as such concluded that there is a significant relationship between promoter’s personality and customer patronage of online betting shops in Port Harcourt. Based on the findings and conclusions, the following recommendations were made: that betting firms train promoters on customer relationship management, recognising the role of personalized service in retaining customers. That betting firm’ should focus on service quality and responsiveness interacting with customers, integrating artificial intelligence for personalized user experience.