IIARD International Institute of Academic Research and Development

WORLD JOURNAL OF ENTREPRENEURIAL DEVELOPMENT STUDIES (WJEDS )

E-ISSN 2579-0544
P-ISSN 2695-2483
VOL. 10 NO. 1 2025
DOI: 10.56201/wjeds.v10.no1.2025.pg1.12

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Entrepreneurial Management Strategies for Customer Retention among Business Education Postgraduate Students in Rivers State Universities

Blessing TEMPLE-ELENDU, PhD

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Abstract

The study was designed to determine how entrepreneurial management strategies promote customer retention among Business Education post graduate students in Rivers State Universities. Two research questions were raised to guide the study. Two null hypotheses were tested at 0.05 levels of significance. Descriptive survey design was adopted for the study and the study was conducted in Rivers State. The population of the study is 147 which consist of 18 and 98 Entrepreneurship Education postgraduate students drawn from Rivers State University and Ignatius Ajuru University of Education respectively. Three experts validated the research instrument. Data for this study were garnered via the use of a self-designed questionnaire. The reliability of the instrument was established using the test re-test method. The computation produced a reliability coefficient of 0.82. For the research question, data were analyzed using mean and standard deviation, while the null hypotheses were also tested using z-test statistics. Decision was taken on the basis that any mean above 2.50 was accepted and any mean score below 2.50 was rejected. The null hypotheses were accepted if the z-critical was greater than the z- calculated and rejected if the z-critical was below the z-calculated. The findings of the study showed that customer surprise reciprocity and customer loyalty incentivizing promote customer retention. Based on the findings, it was recommended among others that; Business Education curriculum planners should consider the inclusion of practical and contemporary entrepreneurial strategies into the curriculum contents of Business Education as it is being run in Nigerian Universities today. This will help to further refocus the programme and give the students a good competitive edge over other competitors as prospective entrepreneurs.

keywords:

Entrepreneurial Management Strategies, Management Strategies, Strategies, Customer Retention, Business Education

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