{"id":499,"date":"2026-04-09T14:44:04","date_gmt":"2026-04-09T14:44:04","guid":{"rendered":"https:\/\/ijeti.uniben.edu\/?p=499"},"modified":"2026-04-09T14:44:06","modified_gmt":"2026-04-09T14:44:06","slug":"driving-market-expansion-through-market-responsiveness-and-technological-innovation-insights-from-globalcom-nigeria","status":"publish","type":"post","link":"https:\/\/ijeti.uniben.edu\/index.php\/2026\/04\/09\/driving-market-expansion-through-market-responsiveness-and-technological-innovation-insights-from-globalcom-nigeria\/","title":{"rendered":"Driving Market Expansion Through Market Responsiveness and Technological Innovation: Insights from Globalcom, Nigeria"},"content":{"rendered":"\n<h1 class=\"wp-block-heading\"><a>Modupe Titilayo Grace ONIBON, PhD<sup>1 <\/sup>Sunday Adeniyi OLASEHINDE, PhD<sup>2<\/sup><\/a><\/h1>\n\n\n\n<p class=\"wp-block-paragraph\"><em><sup>1-2<\/sup><\/em><em>Department of Business Administration, Faculty of Management Sciences, Federal University Oye-Ekiti, Nigeria<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><em>Corresponding Author<\/em><\/strong>: <a href=\"mailto:Sunday.olasehinde@fuoye.edu.ng\">Sunday.olasehinde@fuoye.edu.ng<\/a> or <a href=\"mailto:modupe.onibon@fuoye.edu.ng\">modupe.onibon@fuoye.edu.ng<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a><strong>ABSTRACT<\/strong><\/a><strong><\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>This study examined role of market responsiveness in driving successful market expansion through technological innovation in Nigeria\u2019s telecommunications sector, using Globacom Nigeria as a case study. The study focused on how key customer-centric factors, namely customer satisfaction, customer loyalty, and customer retention, interact with technological innovation to support sustainable market expansion. The research adopted a descriptive survey design, with data collected from a sample of 250 respondents selected through random sampling techniques. A structured questionnaire with validated items measured variables such as innovation investment, responsiveness, and customer engagement. Reliability was confirmed through a pilot study with a Cronbach\u2019s Alpha of \u2265 0.70. Data analysis involved descriptive statistics, Pearson correlation, and multiple regression analysis using SPSS. The findings revealed that customer satisfaction (r = 0.65, p &lt; 0.01) significantly enhances market responsiveness, customer loyalty (r = 0.60, p &lt; 0.01) strongly influences the sustainability of technological innovation, and customer retention (r = 0.66, p &lt; 0.01) is closely tied to innovation financing. While Globacom has demonstrated significant investment in technological upgrades service reliability and emotional brand connection were identified as weak points. The study concludes that technological innovation alone does not guarantee market expansion; rather, it must be integrated with responsive, customer-focused strategies. <\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><em>KEYWORDS:<\/em><\/strong><em>Customer Loyalty, Customer Retention, Customer Satisfaction, Globacom, Nigeria, Market Responsiveness, Market Expansion, Technological Innovation, Telecom Industry<\/em><\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/ijeti.uniben.edu\/wp-content\/uploads\/2026\/04\/IJETI-OCT-2025-VOL-2-NO-3-92-104.pdf\">Download<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Modupe Titilayo Grace ONIBON, PhD1 Sunday Adeniyi OLASEHINDE, PhD2 1-2Department of Business Administration, Faculty of Management Sciences, Federal University Oye-Ekiti, Nigeria Corresponding Author: Sunday.olasehinde@fuoye.edu.ng or modupe.onibon@fuoye.edu.ng ABSTRACT This study examined role of market responsiveness in driving successful market expansion through technological innovation in Nigeria\u2019s telecommunications sector, using Globacom Nigeria as a case study. The study [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[19],"tags":[65,67,64,60,62,66,63,61],"class_list":["post-499","post","type-post","status-publish","format-standard","hentry","category-volume-2-issue-3-october-2025","tag-customer-loyalty","tag-customer-retention","tag-customer-satisfaction","tag-globacom","tag-market-expansion","tag-market-responsiveness","tag-nigeria","tag-technological-innovation"],"_links":{"self":[{"href":"https:\/\/ijeti.uniben.edu\/index.php\/wp-json\/wp\/v2\/posts\/499","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/ijeti.uniben.edu\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/ijeti.uniben.edu\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/ijeti.uniben.edu\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/ijeti.uniben.edu\/index.php\/wp-json\/wp\/v2\/comments?post=499"}],"version-history":[{"count":1,"href":"https:\/\/ijeti.uniben.edu\/index.php\/wp-json\/wp\/v2\/posts\/499\/revisions"}],"predecessor-version":[{"id":500,"href":"https:\/\/ijeti.uniben.edu\/index.php\/wp-json\/wp\/v2\/posts\/499\/revisions\/500"}],"wp:attachment":[{"href":"https:\/\/ijeti.uniben.edu\/index.php\/wp-json\/wp\/v2\/media?parent=499"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/ijeti.uniben.edu\/index.php\/wp-json\/wp\/v2\/categories?post=499"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/ijeti.uniben.edu\/index.php\/wp-json\/wp\/v2\/tags?post=499"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}