PURCHASER ENCOUNTER MANAGEMENT AND LABEL ALLEGIANCE OF TELECOMMUNICATIONS FIRMS IN YENAGOA

The study examined the influence of Purchaser Encounter management (PEM) on Label Allegiance, specifically Purchaser advocacy, among telecommunications firms in Yenagoa, Bayelsa State. The research focused on four dimensions of Purchaser Encounter: functional, relational, behavioural, and emotional Encounters, and their effect on advocacy behaviors, including Purchaser recommendations and defense of the Label. A descriptive survey research design was employed, and data were collected from 400 active subscribers of MTN, Globacom, Airtel, and 9mobile using a structured Likert-scale questionnaire. The questionnaire consisted of demographic information and items measuring each dimension of Purchaser Encounter and advocacy. Descriptive statistics, including frequencies, percentages, means, and standard deviations, were used to summarize the data, while multiple regression analysis was employed to test the research hypothesis. The findings revealed that all four dimensions of Purchaser Encounter have a positive and significant effect on Purchaser advocacy. Functional Encounter had the strongest influence, followed closely by emotional and relational Encounters, while behavioural Encounter also contributed significantly. The results indicate that subscribers who Encounter reliable services, professional interactions, user-friendly digital channels, and emotional engagement are more likely to recommend and defend their service provider. The study concludes that telecommunications firms in Yenagoa can enhance Label Allegiance and Purchaser advocacy by adopting a holistic approach to Purchaser Encounter management across all four dimensions. Recommendations include continuous improvement of service quality, staff training, optimization of digital platforms, and strategies to foster emotional engagement with subscribers. The study also highlights the need for further research across other regions and additional Purchaser Encounter factors. This research contributes to both academic knowledge and practical management by providing empirical evidence of the relationship between Purchaser Encounter management and Purchaser advocacy in the Nigerian telecommunications sector.