ABSTRACT

While transparency has been proven to be vital in modern marketing, not much studies have been conducted to explore its strength in driving target customers’ interest to participate in sales promotion programmes. To extend empirical studies in this area, this research applied the mixed method to explore and survey the impact of perceived sales promotion transparency on young bank customers’ (students’) intention to participate in a sales promotion programme. Basing on the Central Bank of Nigeria’s guideline and the multidimensional construct perspective of transparency, a three-factor sales promotion transparency model was conceptualized, explored, and applied on 150 students using self-administered structured questionnaire after a one-day focus group interaction involving 25 participants. Using a hypothetical bank sales promotion, the responses of the 25 participants and 140 valid questionnaires were analyzed with descriptive statistical tools and the multiple regression analysis in SPSS 21.0. Findings show that perceived sales promotion transparency significantly and positively impacts students’ intention to participate, and that transparency in sales promotion policy, process, and outcome are significant predictors of intention to participate. The study recommends emphasis on transparency in these critical dimensions as a way of building and sustaining ethical sales promotion practices in the Nigerian banking industry.

摘要

虽然透明度已被证明在现代营销中至关重要，但没有进行太多研究来探索其在推动目标客户参与促销计划的兴趣方面的优势。为了扩展该领域的实证研究，本研究应用混合方法来探索和调查感知促销透明度对年轻银行客户（学生）参与促销计划的意愿的影响。基于尼日利亚中央银行的指导方针和透明度的多维构建视角，经过为期一天的焦点小组互动，涉及 25参与者。使用假设的银行促销活动，使用描述性统计工具和SPSS 21.0中的多元回归分析对25名参与者和140份有效问卷的回答进行了分析。研究结果表明，感知到的促销透明度显着且积极地影响学生的参与意愿，而促销政策、过程和结果的透明度是参与意愿的重要预测因素。该研究建议强调这些关键方面的透明度，作为在尼日利亚银行业中建立和维持道德销售推广实践的一种方式。研究结果表明，感知的促销透明度显着且积极地影响学生的参与意愿，而促销政策、过程和结果的透明度是参与意愿的重要预测因素。该研究建议强调这些关键方面的透明度，作为在尼日利亚银行业中建立和维持道德销售促进实践的一种方式。研究结果表明，感知到的促销透明度显着且积极地影响学生的参与意愿，而促销政策、过程和结果的透明度是参与意愿的重要预测因素。该研究建议强调这些关键方面的透明度，作为在尼日利亚银行业中建立和维持道德销售推广实践的一种方式。