Exploring Perspectives of Business Managers on Interpersonal Communication Strategies in Building and Maintaining Customers During Disruptive Naira Redesign in Nigeria

Abstract

The sudden implementation of Nigeria's naira redesign in 2023 led to disruptions in all spheres of human life, including business activities. As a matter of national policy, almost all business transactions were online since transactions in cash were out-lawed. However, due to low online money transfer literacy among Nigerian customers and undeveloped online infrastructure, managers had to negotiate with customers. Premised on this development, managers of businesses had to re-strategize how best they would sustain their existing customers and lure potential ones so as to remain in business. Driven by the desire to understand the interpersonal communication strategies business managers evolved to maintain and attract potential customers, this study interviewed business managers in Ilorin, Kwara State, Nigeria. Results of the in-depth interviews with thirteen business managers purposively selected indicate that the overwhelming interpersonal communication strategies were cheerfulness, calmness and persuasion. The study concludes that the performance of the business is dependent on prevalent situations in a given milieu. The results of this study also imply that during emergency periods, managers need to compromise some business management principles and adapt to new business requirements in order to maintain and attract new customers, who are critical stakeholders for the success of their business.