CUSTOMER EXPERIENCE AND MARKETING PERFORMANCE OF COMPUTER ACCESSORIES FIRMS IN PORT HARCOURT, RIVERS STATE

Abstract

This study examines the relationship between customers experience and market performance of computer accessories firms in Port Harcourt, Rivers State. This study adopted a correlational survey research design as the study seek to determine the relationship between both variables under study. The population of the study consisted of 11 computer accessories firms in Port Harcourt, Rivers State. The study adopted a census population. 3 Managers were selected from each firm multiplied 11 firms give us a total of 33 respondents under study. Structured questionnaire instrument title “customers experience and market performance questionnaire” was developed on five-point likert scale. The result of the Cronbach's Alpha reliability test indicates .702 which is above .70 which implies that the items are reliable. The primary data for this study were generated through questionnaire. hypotheses were tested using Pearson product moment correlation on SPSS. The study revealed that there is a significant relationship between transactional experience and sales growth of computer accessories firms in Port Harcourt, Rivers State. There is a significant relationship between emotional experience and market share of computer accessories firms in Port Harcourt, Rivers State. The study concluded that there is significant relationship between customers experience and market performance. The study recommended that computer accessories firms should focus on improving the transactional experiences of their customers by streamlining purchasing processes, offering competitive pricing, and ensuring efficient customer service, computer accessories firms should develop strategies to foster emotional connections with their customers.