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PERI-OKONNY Bomni Joy
Department of Marketing, Faculty of Administration and Management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt
joy.peri-okonny@ust.edu.ng

IKEGWURU Mac-Kingsley
Department of Logistics and Supply Chain Management, Faculty of Administration and Management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt
ikegwuru.mac-kingsley@ust.edu.ng

Abstract
The study investigated the relationship between joint knowledge creation and delivery efficiency of bottled water production companies in Rivers State. The study adopted an explanatory research design with a correlational method of investigation. The study population comprised 10 bottled water production companies in Rivers State. The researcher adopted a census method and administered 3 copies of questionnaire to supply chain, operations, procurement, and logistics/distribution managers from each of the 10 bottled water companies as sources of primary data collection. Pearson Product Moment Correlation was used to test the hypotheses with the aid of the Statistical Packages for Social Science, version 25.0. The study revealed positive and statistically significant correlation between joint knowledge creation and measures of delivery efficiency (on-time-delivery, order accuracy and flexibility). Based on the findings, the study concluded that joint knowledge creation has significant positive correlation with delivery efficiency of bottled water production companies in Rivers State, and recommends that bottled water production companies in Rivers State should leverage joint knowledge creation with their supply chain actors to enhance delivery efficiency.

Keywords: Delivery efficiency, flexibility, joint knowledge creation, on-time-delivery, order accuracy.

GEORGE Crystabel Benibo
Department of Marketing, Faculty of Administration and Management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt
crystabel.george@rsu.edu.ng
WALI Andy Fred
Department of Marketing, Faculty of Administration and Management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt
wali.andy@ust.edu.ng

Abstract
This study investigated the relationship between brand campaign and marketing success of mobile telecommunication firms in south-south Nigeria. The specific objectives of the study were to assess the role of brand campaign in the outcome of marketing success in terms of customer retention, brand awareness and customer acquisition. The study employed a descriptive research design and adopted a quantitative methodology which supports the positivist philosophy. Data were generated from 20 management staff from 4 Global Systems for Mobile (GSM) telecommunication companies in South-South Nigeria, using structured questionnaire. The reliability of the instrument was ascertained using Cronbach alpha test with all coefficients observed to be substantial (where α > 0.70). The test of hypotheses was carried out using the t-statistic of Structural Equation Modelling (SEM). The study found that brand campaign significantly contribute to marketing success through customer retention, brand awareness and customer acquisition. Thus, this study concludes that brand campaign has significantly positive relationship with marketing success; and recommends that management of telecommunication firms (GSM service providers) that seek improved marketing success (customer retention, brand awareness and customer acquisition) should reinforce brand campaigns that resonate with their audiences.

Keywords: Brand awareness, brand campaign, customer acquisition, customer retention, marketing success.

IKPAMII Isep Gospel
Department Of Marketing, Faculty of Administration and Management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt

NWULU Chinyere Stella
Department Of Marketing, Faculty of Administration and Management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt

AGBURUM Okechukwu
Department Of Marketing, Faculty of Administration and Management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt.

Abstract
This study examined the correlation between service employee skills and resilience of restaurants in Rivers State. The study adopted a cross-sectional survey research design. The population of the study was 184 food restaurants in Rivers State. The sample size of the study was 123 restaurants. Structured questionnaire was used to collect primary data. Mean scores and standard deviation were used to answer research questions while hypotheses were tested using Pearson Product Moment Correlation at 0.05 level of significance. The analysis was facilitated by the use of Statistical Packages for Social Sciences (SPSS) version 25.0. The study found a strong, statistically significant relationships across all variables studied. Technical skills emerged as essential, showing very strong positive correlations with adaptability and agility of restaurants, highlighting their foundational role in operational resilience. Similarly, interpersonal skills were strongly linked to adaptability and agility, emphasizing their importance in maintaining service flow and staff responsiveness. The study concluded that service employee skills are key determinants of resilience of restaurant in Rivers State and recommends that managers that seek improved resilience should train staff to acquire or update their technical and interpersonal skills to enable them adjust to dynamic service conditions.

Keywords: Adaptability, agility, service employee skills, technical skills, resilience.

SHONIBARE Bankole Monday
Department of Marketing, Faculty of Administration and Management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt

IKEGWURU Mac-Kingsley
Department of Logistics and Supply Chain Management
Faculty of Administration and Management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt

POI Ledisi Elizabeth
Department of Logistics and Supply Chain Management
Faculty of Administration and Management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt

Abstract
This study investigated the connection between supply chain collaboration and procurement performance of food and beverages manufacturing companies in Rivers State. A correlational research model was framed to handle 2 hypotheses formulated for the study. The population of the study comprised 14 food and beverages manufacturing companies in Rivers State. The Marketing, Production, Procurement/Purchasing, Customer service, Accounts and Quality assurance managers of these firms provided data for the study. A 5-point likert-scale questionnaire was used to collect data. Each of these informants were given a copy of structured questionnaire to respond to. The Pearson Product Moment Correlation statistic was employed to test the relationship between supply chain collaboration and measures of procurement performance (on-time delivery and delivery speed). The results showed that supply chain collaboration has positive and statistically significant relationship with procurement performance. Therefore, the study concludes that supply chain collaboration has significant relationship with procurement performance of food and beverages manufacturing companies in Rivers State, and recommends that management of food and beverages manufacturing companies in Rivers State should enter into collaborative relationship with members of their supply chains, if they seek procurement performance.

Keywords: Delivery speed, on-time delivery time, procurement performance, Supply chain collaboration.

JAJA Grace Sam
Department of Marketing, Faculty of Administrative and Management,
Rivers State University Nkpolu-Oroworukwo, Port Harcourt

NADUBE Paul M.
Department of Marketing, Faculty of Administrative and Management,
Rivers State University Nkpolu-Oroworukwo, Port Harcourt

Abstract
This study investigated the correlation between opportunity identification and marketing effectiveness of domestic airlines in Nigeria. The study was conceptualized with opportunity identification as predictor to marketing effectiveness measures of adequate marketing information, corporate reputation and strategic orientation. The study adopted a cross sectional research design with a correlational investigation type. The study population comprised 16 domestic airlines operating in Nigeria. The study took a census; and administered 4 copies of structured questionnaire to operations, marketing, customer support and finance managers from each of the 16 domestic airlines, making it a total of 64 respondents that provided data for the study. The reliability of the instrument was determined through the Cronbach Alpha test, with all the items scoring above 0.70. Pearson Product Moment Correlation was used to test the hypotheses formulated for the study, with the help of Statistical Packages for Social Sciences Version 25.0. The results of the tests revealed that opportunity identification has a significant correlation with marketing effectiveness. Thus, the study concluded that opportunity identification significantly correlates with marketing effectiveness of domestic airlines in Nigeria; and recommends that managers of domestic airlines in Nigeria should adopt opportunity identification strategy to improve their marketing effectiveness.

Keywords: Adequate marketing information, corporate reputation, marketing effectiveness, opportunity identification, strategic orientation.

TORTI Honorine Chimebere
Department of marketing, faculty of Administration and Management
Rivers State University Port Harcourt

GLADSON-NWOKAH Juliet
Department of marketing, faculty of Administration and Management
Rivers State University Port Harcourt

POI Elizabeth Ledisi
Department of marketing, faculty of Administration and Management
Rivers State University Port Harcourt

Abstract
This study examined the relationship between risk identification and resilience of shipping firms in Rivers State. Risk identification was the predictor variable, and was used as a uni-dimensional construct; while resilience was the criterion variable and was measured with situation awareness and flexibility. The study adopted a cross-sectional survey research design. The population comprised of 17 shipping firms. The entire population was adopted as the sample. Respondents in the study consisted management staff of the 17 shipping firms, including general manager, regional manager, operations manager, logistics manager and warehouse manager. Thus, 5 copies of questionnaire were administered to each of the 17 shipping firms, bringing our total respondents to 85. However, data obtained from 80 respondents made the final analyses. The study tested two null hypotheses using Spearman Rank Order Correlation Statistical tool, with the aid of Statistical Package for Social Sciences (SPSS version 25.0). The study found that risk identification has significant correlation with resilience in terms of situation awareness and flexibility. Thus, the study concluded that risk identification is a viable supply chain risk management practice that leads to improved resilience of shipping firms in Rivers State; and recommends that shipping firms in Rivers State should engage in risk identification efforts to stay aware of situations surrounding them, in their effort to build resilience.

Keyword: Flexibility, resilience, risk identification, situation awareness.

IRINGE Victoria Enyidah
Department of Marketing, faculty of administration and management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt

OKWANDU Gabriel A.
Department of Marketing, faculty of administration and management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt

Abstract
This study probed the correlation between brand sincerity and spiral consumption of consumers of cosmetic products in South-South Nigeria. Brand sincerity was used as the predictor variable, while spiral consumption, measured as frequency of purchase and level of debt was the criterion variable. This study adopted a survey research design. The population of the study consisted consumers of cosmetic products in South-South Nigeria. This population is infinite. So, the Cochran formula was used to determine a sample size of 384 consumers. Data for this study were collected from using structured questionnaire, of which 369 copies were used for the study. Data collected were analysed using mean, standard deviation and frequency for the univariate analyses; and Pearson product Moment Correlation for the bivariate analyses. The result of the analysis revealed that a positive and statistically significant correlation between brand sincerity and measures of spiral consumption. Thus, the study concludes that brand sincerity predict spiral consumption of consumers of cosmetic products in south-south Nigeria; and recommends that dealerships of cosmetic products in south-south Nigeria that seek to elicit spiral consumption of cosmetic products should project brand sincerity by ensuring authentic, transparent and honest brand communications.

Keyword: Brand sincerity, spiral consumption, frequency of purchase, level of debt.

OLATUNJI Olajuwon Abiodun
Department of Marketing, Faculty of Administrative and Management,
Rivers State University Nkpolu-Oroworukwo Port Harcourt.

HARCOURT Horsfall
Department of Marketing, Faculty of Administrative and Management,
Rivers State University Nkpolu-Oroworukwo Port Harcourt.

HAMILTON-IBAMA Lolia Edith-Onajite
Department of Marketing, Faculty of Administrative and Management,
Rivers State University Nkpolu-Oroworukwo Port Harcourt.

Abstract
This study investigated the correlation between electronic data interchange (EDI) and business success of supermarkets in Port Harcourt. The study conceptualized EDI as predictor to business success measures of service speed, system reliability and cost minimization. The study adopted a cross sectional research design with a correlational investigation type. The study population comprised 35 registered supermarkets in Port Harcourt. The researcher adopted a Census method and administered 3 copies of structured questionnaire to Operations Manager, Inventory Manager and Procurement Manager of each of the 35 supermarkets. This means that a total of 105 respondents were used for the study. The reliability of the instrument was achieved by the use of the Cronbach Alpha coefficient with all the items scoring above 0.70. Data was collected through structured questionnaire that was designed in Likert 5-poinit scale. Pearson’s Product Moment relationship (PPMC) was used in testing the various hypotheses with the help of the Statistical Packages for Social Sciences Version 25.0. From the analysis of data, it was revealed that EDI had a significant correlation with business success. Based and these findings, the study concluded that EDI significantly relates with business success of supermarkets in Port Harcourt. The study therefore recommends that managers of supermarkets in Port Harcourt should ensure availability of EDI system to help their businesses minimize transactional errors by eliminating manual data entry, ensure greater accuracy in order processing and inventory management, accelerate transaction processing times, track orders, shipments, and inventory levels in real time, improve demand forecasting and reducing stockout leading to business success.

Keywords: Business success, cost minimization, electronic data interchange, service speed, system reliability

ATANANG Faith Albertson
Department of Marketing, Faculty of Administration and Management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt

OPARA Bright Chidugam
Department of Marketing, Faculty of Administration and Management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt

IKEGWURU Mac-Kingsley
Department of Logistics and Supply Chain Management
Faculty of Administration and Management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt

Abstract
This study focused on supply chain innovation and marketing effectiveness of paint manufacturing companies in Rivers State. Correlational research model was adopted to test 6 hypotheses formulated for the study. The population comprised 15 paint manufacturing companies in Rivers State. Unit Heads of procurement, operations, logistics and customer service were identified as respondents for the study, to arrive at 60 management staff. A 5-point likert-scale type questionnaire was used to collect data. 53 copies of questionnaire were retrieved and used for analyses. The study adopted Pearson Product Moment Correlation as the test statistic. The found that supply chain innovation strongly relates to marketing effectiveness and concludes that, supply chain innovation is a key determinant of marketing effectiveness of paint manufacturing companies in Rivers State. The study therefore recommends that the management of paint manufacturing companies that seek improved marketing effectiveness should promote innovation in their supply chains.

Keywords: Marketing effectiveness, market profitability, operational efficiency, supply chain innovation.

BRIGGS Tamunosaki Williams
Department of Marketing, Faculty of Administration and Management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt

NWOKAH N. Gladson
Department of Logistics and Supply Chain Management
Faculty of Administration and Management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt

NWULU Chinyere Stella
Department of Marketing, Faculty of Administration and Management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt

Abstract
This study examined the influence of information sharing on competitiveness of quoted oil and gas companies in Nigeria. Information sharing was the predictor and was treated as unidimensionally, while competitiveness was the criterion variable, and was assessed through service quality, on-time delivery, and customer loyalty. Using a robust quantitative research design, data were collected from key managers and staff involved in operations and supply chain functions in quoted oil and gas companies in Nigeria. The analytical framework included univariate analysis for descriptive statistics and bivariate regression analysis to evaluate the influence of information sharing on measures of competitiveness. The findings indicated that information sharing has a significant and positive effect on service quality, on-time delivery, and customer loyalty. Based on these results, the study concluded that information sharing is a vital factor in enhancing firm competitiveness of quoted oil and gas companies in Nigeria, and recommends that oil and gas companies in Nigeria should prioritize sharing information with their suppliers to improve service quality, ensure timely delivery, and increase customer loyalty, thereby strengthening their overall competitiveness.

Keywords: Customer loyalty, information sharing, on-time delivery, service quality.