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Robotics-As-A-Service (RAAS) Marketing and Sales Performance of Selected Telecommunications Firms in Delta State, Nigeria

OKONKWO, Catherine, IYADI, Rollins Chiyem PhD

Abstract

This study examined the effect of Robotics-as-a-Service (RaaS) marketing practices on the sales performance of selected telecommunications firms in Delta State, Nigeria. RaaS marketing was operationalized through four constructs: value proposition resonance (VPR), trust, risk and compliance perception (TRCP), use-case relevance and context fit (UCRCF), and case-study strength and referenceability (CSSR), while sales performance (SP) served as the dependent variable. The study adopted a quantitative, cross-sectional survey design grounded in the positivist paradigm, enabling statistical testing of hypothesized relationships. The population comprised 605 staff across ten telecommunications firms in Asaba, Warri, Ughelli, and Sapele, from which a stratified random sample of 241 respondents was drawn using Yamane’s formula. Data were collected through structured questionnaires and analyzed using SPSS version 23. Reliability tests confirmed Cronbach’s alpha coefficients above 0.78 across constructs. Regression analysis yielded an R² of .953, indicating that 95.3% of the variation in SP was explained by the predictors. Findings revealed that VPR (p = .049), TRCP (p = .020), and CSSR (p = .001) significantly influenced SP, while UCRCF (p = .562) did not. Interpreted through the lens of signaling theory, the results highlight that credible and interpretable signal such as strong value propositions, trust- building compliance measures, and compelling case-studies drive sales outcomes, whereas weak contextual signals fail to resonate with the market. The study concludes that telecom firms must prioritize customer-aligned value communication, transparent compliance strategies, and the systematic use of referenceable case-studies to strengthen market legitimacy and sales performance. Recommendations include refining value propositions, embedding risk and compliance narratives, localizing use-case stories, and leveraging case-study evidence

Keywords

Robotics-as-a-Service RaaS Marketing Value Proposition Resonance Trust and

References

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