MOBILE APPLICATION AND CUSTOMER FULFILLMENT OF AIRLINE OPERATORS IN NIGERIA

Abstract

The study investigated the relationship between mobile application and customer fulfilment of airlines in Nigeria. The aim was to examine the influence of mobile application on customer fulfilment. In addition, based on the nature of the research, descriptive research design was adopted in accessing the research subjects. While the population of the study comprised of 547,972 passenger traffic of airlines in Nigeria, a sample size of 400 was determined with the help of Taro Yamen formular. Descriptive statistics such as tables, charts, percentages, averages etc; Spearman Rank Correlation Coefficient was used to test the various hypotheses. Cronbach Alpha test was used as a measure of reliability while face validity was conducted in order to scrutinize the instrument of the various constructs. The results indicated a significant positive and strong relationship between mobile application and customer fulfilment. Based on the findings in the study, it was concluded that mobile application significantly relates to the measures of customer fulfilment (Customer engagement, electronic loyalty, and electronic word-of-mouth). We therefore, recommends that, owners and managers of airlines in Nigeria should understand and develop a holistic approach of implementing an overall social media programme, as this research has confirmed its strategic importance in improving customer fulfilment.