ABSTRACT
The study examined how ethical marketing
affect stakeholders’ responses in telecommunication industry in Nigeria.
Specifically, the study examined how product-related ethics directed at
customers affect consumer satisfaction; effect of price proportion principles
and fairness on shareholders’ return on equity; effect of management contacts with confidential and personal information of
customers on social responsibility management; effect of
promotion-related ethical campaigns on corporate relationship intra the
industry; and examine how price disparities among distribution channel
intermediaries affect corporate brand image. Descriptive survey research design
was adopted for the study. The study was conducted in Telecommunication industry of Nigeria all the member as focus and Abia
State, Nigeria as cluster area. The population of the study comprised of 7750 staff of the
telecommunications industry in Nigeria which include: MTN Connect,
Airtel Nigeria, Glo Mobile, 9mobile. In effect, 100% of the study population (4
firms) were used as sample size of the study (MTN connect, Airtel Nigeria, Glo Mobile, 9mobile). In effect, the total sample size comprised of 4
telecommunication firms in Abia State. Purposive and convenience
sampling technique were adopted for this study. Hence, 200 (two hundred) copies
of questionnaire were administered on target personnel of the firms at the
ratio of 4:3:2:1 based on estimate target market. Questionnaire was the major
instrument of use for data collection. The data were analyzed with descriptive
statistics such as mean, frequency and percentage. The hypotheses were tested
with simple linear regression analysis model. The result revealed that product
related ethical value in offer generates increase in the level of consumer satisfaction
and enhances social responsibility management. Price proportion principles and
fairness have significant effect on shareholders return on equity. Management
contacts with confidential and personal information of customers have
significant effect on social responsibility management. Promotion –related
ethical campaign has significant effect on corporate relationship intra and
inter firms in the telecommunication industry in Nigeria. Price disparities
(practices) among channel intermediaries have significant effect on corporate
brand image. In conclusion, ethical marketing significantly affect social
responsibility management. The researcher recommended that, firms in the
telecommunication industry in Nigeria should based on their market offer, define
and identify their product related stakeholders, their values, weigh associated
conflicting values for choice of option to balance offer and implement
decisions on types, quantity and quality of offer, media of promotion and
content, context and structure of promotion and negotiate without taken
unreasonable advantage of suppliers of inputs as means to ensuring attainment
and substance of accepted market share based on consumer satisfaction.
NWAKWUE, N (2024). Ethical Marketing and Stakeholders Responses in the Telecommunication Industry in Nigeria:- Nwakwue, Oluchi A . Repository.mouau.edu.ng: Retrieved Sep 07, 2024, from https://repository.mouau.edu.ng/work/view/ethical-marketing-and-stakeholders-responses-in-the-telecommunication-industry-in-nigeria-nwakwue-oluchi-a-7-2
NWAKWUE, NWAKWUE. "Ethical Marketing and Stakeholders Responses in the Telecommunication Industry in Nigeria:- Nwakwue, Oluchi A " Repository.mouau.edu.ng. Repository.mouau.edu.ng, 22 Jul. 2024, https://repository.mouau.edu.ng/work/view/ethical-marketing-and-stakeholders-responses-in-the-telecommunication-industry-in-nigeria-nwakwue-oluchi-a-7-2. Accessed 07 Sep. 2024.
NWAKWUE, NWAKWUE. "Ethical Marketing and Stakeholders Responses in the Telecommunication Industry in Nigeria:- Nwakwue, Oluchi A ". Repository.mouau.edu.ng, Repository.mouau.edu.ng, 22 Jul. 2024. Web. 07 Sep. 2024. < https://repository.mouau.edu.ng/work/view/ethical-marketing-and-stakeholders-responses-in-the-telecommunication-industry-in-nigeria-nwakwue-oluchi-a-7-2 >.
NWAKWUE, NWAKWUE. "Ethical Marketing and Stakeholders Responses in the Telecommunication Industry in Nigeria:- Nwakwue, Oluchi A " Repository.mouau.edu.ng (2024). Accessed 07 Sep. 2024. https://repository.mouau.edu.ng/work/view/ethical-marketing-and-stakeholders-responses-in-the-telecommunication-industry-in-nigeria-nwakwue-oluchi-a-7-2