MARKETING INTELLIGENCE AND CUSTOMER SATISFACTION OF MTN NIGERIA, ILARO OGUN STATE

Abstract

This study examined the impact of marketing intelligence on customer satisfaction at MTN Nigeria Communication Plc, Ilaro, Ogun State. Adopting a descriptive survey research design, data were collected from 384 respondents using structured questionnaires based on a five-point Likert scale. The constructs measured included competitor intelligence, customer intelligence, marketing environment intelligence, and product intelligence. Construct validity and reliability were ensured using Cronbach’s Alpha, and the data were analyzed using descriptive and inferential statistics, including regression analysis via SPSS v25. The findings revealed that all dimensions of marketing intelligence significantly influence customer satisfaction. Specifically, competitor intelligence (β = 0.809), customer intelligence (β = 0.640), marketing environment intelligence (β = 0.829), and product intelligence (β = 0.770) showed strong positive effects on customer satisfaction, with all models statistically significant at p ≤ 0.05. The study concludes that effective marketing intelligence enables MTN to better understand customer needs and market dynamics, thereby enhancing satisfaction. Key recommendations include conducting regular market research, improving competitor analysis, strengthening customer feedback mechanisms, and enhancing staff training on marketing intelligence.