Okpighe, Efezino Henrienta <br/><br/>
THE IMPACT OF CUSTOMER SATISFACTION ON CUSTOMER PURCHASE INTENTION- THE MEDIATING ROLE OF MEDIA RICHNESS / 
EFEZINO HENRIENTA OKPIGHE ; SUPERVISOR, ASST. PROF. DR. TOMIWA SUNDAY ADEBAYO 
 - 61 sheets ;  30 cm  +1 CD ROM 
<br/><br/>Thesis (MBA) - Cyprus International University. Institute of Graduate Studies and Research Business Administration 
<br/><br/> The manufacturers of some IT gargets and resources including their potential clients<br/>make monetary benefits through giving or sharing their resources, products or<br/>abilities, and this has been made formal as well as adapted at large scales by various<br/>IT firms in Nigeria and other developing countries such big IT manufacturers may be<br/>situated in developed countries like US, UK among others and examples of such IT<br/>companies are HP, DELL, APPLE systems and so on. This study is geared to<br/>examine the mediating role of media richness on the impact of customer satisfaction<br/>on customer purchase intention.<br/>This study employs a quantitative research method by distributing 384 questionnaires<br/>and only 355 questionnaires were retuned and used for analysis. SPSS was used to<br/>carry out descriptive, correlation and regression analysis on the four developed<br/>hypotheses where H1, H2, H3 and H4 were all supported. Furthermore, it was obvious<br/>from the study that CS has a moderate effect on customer purchase intention, media<br/>richness has a strong effect on customer purchase intention, and CS has strong effect<br/>on media richness but the outcome of the study revealed that media richness has a<br/>full mediation on the influence of customer satisfaction on customer purchase<br/>intention in IT firms in Lagos state, Nigeria. 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Business Administration--Dissertations, Academic