Research Publications

Asiegbu, Ikechukwu F

  1. Author:  Asiegbu, Ikechukwu F; Ogbuji, Chinedu N.; Ubani, Vincent OJ.


Title: Sales Force Competence Management: Its Relevance and Framework -European Journal of Business and Management ISSN 2222-1905 (Paper) ISSN 2222-2839 (Online) Vol 4, No.9, 2012


Abstract: This paper recognizes the importance of sales force competence management in creating value for customers and achieving business goals. It argues that sales force can only be useful in this regard, if it possesses the dimensions and levels of sales job competence, that can enable it adapt to the turbulent global business environment. The paper maintains that a firm can enable its sales force acquire and improve its knowledge, skills and behavior, through the way its sales force competences are managed. It presents a sales force competence management framework that can enable a firm have, at all times, an effective and competent sales force required for successful domestic and global marketing.


Keywords: Competitive Advantage, Sales Force Competence Management, Competent Sale Force, Sales Force Competence, Resource-Based Theory.


  1. Author:  Asiegbu Ikechukwu F.; Igwe Sunny R.; Iruka chijindu H.

Title: Antecedents of Intention-to-use a Particular Mobile Service among South-South University Lecturers in Nigeria - International Journal of Business and Social Science Vol. 3 No. 19; October 2012


Abstract: The aim of this study was to unveil some antecedent factors that make University lecturers in the south-south zone in Nigeria have intention-to-use the services of a particular mobile phone service provider. Drawing from the theory of learning organization and market orientation, the paper believes that a mobile phone service provider that is armed with adequate knowledge of factors that propel prospects to use mobile phone services would be in a better position to design appropriate strategies that will engender enduring relationships with its customers. Data collected from 308 lecturers from south-south universities in Nigeria were analyzed using Spearman Rank correlation and multiple regression statistics. The empirical findings revealed that social affinity, switching cost, and customer service affect intention-to-use a mobile phone service among these university lecturers. The paper therefore, recommends that Global System for Mobile Communication (GSM) service providers in the south-south zone in Nigeria can appeal to these lecturers’ intention-to-use and actual usage of their GSM services by showing adequate customer understanding and being responsive, empathic, reliable, accessible, and credible in their relationship with customers.


Keywords: switching cost, social affinity, GSM, customer service, and intention-to-use


  1. Author:  Hart O. Awa, Ikechukwu ., F. Asiegbu, Sunny R. Igwe, Sunday C. Eze


Title: Collaborative Experience of Value Chain Architecture: A Systemic Paradigm To Building Customer Loyalty - Global Journal of Management and Business Research Vol. 11. No 3 (2011)


Abstract: In most industries, customer retention has replaced the aggressive and offensive customer attraction ideals of transactional marketing. Collaborative architecture within the value chain represents such shift from marketing mix approach to Relationship Marketing, which though lacks knowledge of its own but spans inter-firm alignments to reform marketing activities via debunking selfishness, superficiality and self-indulgence. Traditional marketing management theories focus on oppressive associations, relationship between customer and product, short-term or even single exchange(s), offensive marketing and/or power-based notions whereas relational interactions change conflicts to harmonic co-operation, associations, and connections, and ultimately infrequent business relationships to on-going. The economic soundness of such mutual participative architecture revolves on strategic optimization that serves the interests of stakeholders on the grounds that customer retention and customer loyalty reflect complex activity involving inputs from vendors and other independent firms and continues even by the manner the dealers handle and explain customer complaints and doubts. All the steps from design to after-sales service are mutually integrated flows aimed at reducing marketing expenses; increasing customer switching costs; and moving the customer up, in a            co-ordinated manner, to viral level of customer loyalty ladder. Whether in full-fat and semi-skimmed innovations, the implication is that customer satisfaction is a value-chain and systems activity built on trust,  mutuality, promise, shared values, and commitment, whereby each subsystem interacts mutually with others to maintain the wholes of customer satisfaction and profitability.


  1. Author:  Amue Gonewa John; Asiegbu Ikechukwu Francis; Chukwu, Ikenna Innocent

Title: Improving Sales Performance through Sales Force Motivation Strategies: A Study of Pharmaceutical Firms in Nigeria - Amue Gonewa John et al Int.J.Buss.Mgt.Eco.Res., Vol 3(5),2012,620-626


Abstract: Improving sales performance through sales force motivation strategy is a growing issue in the pharmaceutical industry in Nigeria. The challenges facing the industry in motivating the sales force are compounded by a variety of factors which include the global nature of the market place, government regulations on sales of drugs and no direct tracking of sales results. By adopting motivation strategy, pharmaceutical firms can improve performance. This paper explores’ improvement in sales performance from sales force motivation strategy. The authors conceptualized three dimensions of motivation strategy that are critical for superior sales performance in the pharmaceutical industry. Financial incentives, meetings with sales people and involvement of sales persons in setting quotas. Firms level characteristics (size and age) affects motivation strategy on sales performance (sales growth and profit) using data from 25 pharmaceutical firms. The results show a strong relationship between the dimensions of the motivation strategy and sales performance.

Keywords: Sales Performance, Motivation Strategy, Firm Characteristics and Sales force

  1. Author:  Amue, Gonewa J.; Asiegbu, Ikechukwu F.

Title: Internal Branding Initiatives and Brand Performance: An Empirical Investigation of Fast Food Industry In Nigeria - International Journal of Business and Management Invention ISSN (Online): 2319 – 8028, ISSN (Print): 2319 – 801X


Abstract: The fast food industry in Nigeria is arguably one of the fastest growing sectors in the country. In spite of its success story, opportunities still exist for the industry players. To compete with global brands, operators must look beyond price competition to crucial issues like sustainable competitive strategies and brand promise delivery. The purpose of this study is to examine the relationship between internal branding initiatives and brand performance of fast food industry in Nigeria, again to assess the moderating effect of brand orientation on internal branding initiatives and brand performance. To achieve this, the study investigates the collective influence of drivers of internal branding applied in this study on brand performance of the fast food sectors. We adopted quantitative and qualitative methods of data collection. The causal survey design was adopted and data were generated from 185 respondents (employees and managers) of the fast food studied. The analysis was done using regression model and spearman rank correlation contained in SPSS version 15.0. The study supported earlier instruments by previous researchers and found strong relationship between employee brand commitment, brand awareness and brand performance and a weak relationship with employee brand involvement. The study concludes that brand promise delivery anchored on good understanding or awareness of the brand promise and employee commitment to the brand promise. We recommend that fast food firms’ managers should educate both new and existing employees internally about the company’s brand promise to enable them share the company’s values and be committed to the brand promise which will enhance higher brand performance outcome.


KEYWORD: Company’s Value; Brand Promise; Brand Awareness; Competitive Strategy; Internal Branding; Brand Orientation



Title: Customer Value Initiatives: of What Specific Benefits to Deposit Banks in Nigeria - IJEMR - June 2012-Vol 2 Issue 6 - Online - ISSN 2249–2585 - Print - ISSN 2249-8672


Abstract: This paper recognizes, in general, the importance of market orientation in achieving desirable corporate goals in the Nigeria deposit banks. Specifically, it emphasizes that this business philosophy can only be truly demonstrated if these banks adopt to a large extent, a number of customer value initiatives. A descriptive analysis of primary data collected from 118 senior managers from the twenty four consolidated deposit banks in Nigeria, revealed that though majority of these banks acknowledge the benefits of adopting customer value initiatives, their emphasis in this regard are still below optimal. It is therefore, recommended that for a bank to wield an enhanced competitive position and remain relevant in a fast developing economy such as Nigerian, being market-driven is imperative; and this is exhibited by the number and level of customer value initiatives adopted.


Keyword: customer care benefits, customer satisfaction, customer value initiatives, distinctive capabilities.


  1. Author:  Asiegbu, Ikechukwu F.,  Powei Daubry M., Iruka, Chijindu H

Title: Consumer Attitude: Some Reflections on Its Concept, Trilogy, Relationship with Consumer Behavior, and Marketing Implications - European Journal of Business and Management - Vol 4, No.13, 2012


Abstract: This paper is an attempt at providing some reflections on consumer attitude. It examines the concept of consumer attitudes toward marketing efforts of businesses. Furthermore, the paper identifies the trilogy of consumer attitude, including samples of their measurement scales; and how attitudes connect to the behaviors of consumers, but notes that the companies would have difficulty influencing the purchasing behaviors of their consumers directly. To indirectly influence the behaviors of prospects, the paper therefore, suggests that firms should provide credible evidence of their product benefits, correct their customer misconceptions, offer free samples, engage new technologies, and bring in new innovations in value defining, developing, and delivering processes. Specifically, this paper recommends that the behaviors of consumers can be effectively changed to firm desired behavior by altering the tri-components of their target consumer attitudes. Knowledge and application of these can enable a firm effectively design rent-yielding strategies.


Keywords: Attitude, attitude change, attitude components, attitude function, consumer attitude.


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