Author: admin

JACKSON Prince Femi
Department of Marketing, Faculty of Administration and Management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt
ebiuwouj@gmail.com
DIDIA James U. D
Department of Marketing, Faculty of Administration and Management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt
IBAMA-HAMILTON Edith-Onajite Lolia
Department of Marketing, Faculty of Administration and Management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt.

Abstract
This study investigated the association between product differentiation and customer retention of private media establishments in Rivers State. Product differentiation was the predictor variable.
Customer retention was the criterion variable and was measured with brand trust, switching barrier and customer loyalty. The research tested 3 alternate hypotheses in order to establish the association between product differentiation and customer retention of private media establishments. The study adopted an explanatory research design. The Population of the study comprised fifty (50) private media establishments in Rivers State as enlisted in the Rivers State yellow pages. The study adopted a census.
Two (2) respondents were drawn from each of the private media establishments in Rivers State, making a total of hundred (100) respondents. Categories of respondents were the marketing managers and sales managers of private media establishments in Rivers State. Pearson’s Product Moment Correlation was used to test the hypotheses at the secondary level of analyses. The study found positive and statistically significant associations between product differentiation and customer retention. The study concludes that product differentiation significantly relate to customer retention of private media establishments in Rivers State; and recommends that managers of private media establishments should effectively differentiate their product in view of its strategic role in driving customer retention.

Keywords: Brand trust, customer loyalty, product differentiation, customer retention, switching barrier.

IKIODA Victor Oshioreamhe
Department of Marketing, Faculty of Administration and Management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt
NWOKAH N. Gladson
Department of Marketing, Faculty of Administration and Management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt
HARCOURT Horsfall
Department of Marketing, Faculty of Administration and Management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt

Abstract
This study examined the relationship between material requirement planning (MRP) and project delivery effectiveness of civil construction companies in Rivers State. MRP was the predictor variable while project delivery effectiveness, measured as project cost reduction, project time reduction, and project quality was the criterion variable. The study adopted correlational research design. Primary data was generated through structured questionnaire. The population of the study comprised 18 civil construction companies in Rivers State. Sample size of the study was the same as the population. 3 copies of structured questionnaire were distributed to Procurement, Logistics and Human Resource Managers of the 18 companies, making a total of 54 managers that provided data for the study. The research instrument was validated through vetting by subject specialists, while reliability of the instrument was determined using Cronbach’s Alpha test with a threshold of 0.70. The hypotheses formulated for the study were tested using Pearson’s Product Moment Correlation. The study found that a positive and significant relationship between MRP and project delivery effectiveness of civil construction companies in Rivers State, Nigeria. The study concluded that MRP positively and significantly relates to project delivery effectiveness of civil construction companies in Rivers State; and recommends that management of civil construction companies in Rivers State should focus on establishing frameworks and developing infrastructure that that support MRP, if they seek to ensure effectiveness project delivery.

Keyword: Material requirement planning, project delivery effectiveness, project cost reduction, project time reduction, project quality.

BENJAMIN Rebecca Priye
Department of Marketing, Faculty of Management Sciences
Rivers State University Nkpolu-Oroworukwo, Port Harcourt
beckyben38@yahoo.com

Abstract
Procurement risk assessment is an essential aspect of the procurement process that focuses on identifying, assessing, and managing potential risks throughout the procurement cycle. It helps ensure that risks are minimized, compliance is upheld, and the organization’s goals are achieved. This study examined the relationship between procurement risk assessment and effectiveness of bottled water firms in Port Harcourt. The aim was to theoretically review the relationship between procurement risk assessment and effectiveness of bottled water firms in Rivers State, with a particular focus on key measures: innovativeness, adaptability customer satisfaction. The qualitative approach was adopted while dynamic capabilities theory constituted the theoretical framework to provide the structure upon which the paper was built. After adequate literature review, the study found that procurement risk assessment has a positive relationship with effectiveness of bottled water firms in Rivers State and concludes that by prioritizing adequate procurement risk assessment, organizations can be innovative in operations, adapt to rapid changes in the environment and ultimately drive customer satisfaction in the region. Therefore, the study recommends that bottled water firms in Port Harcourt should thoroughly assess the risks associated with different procurement options, so they can make more informed decisions that align with their long-term goals and objectives, thereby enhancing their overall effectiveness.

Keywords: Adaptability, customer satisfaction, effectiveness, innovativeness, procurement risk assessment.

OGOLO Alawari Ebenezer
Department of Marketing, Faculty of Administration and Management,
Rivers State University, Port Harcourt, Nigeria.
OPARA Bright C.
Department of Marketing, Faculty of Administration and Management,
Rivers State University, Port Harcourt, Nigeria.
WALI Andy F.
Department of Marketing, Faculty of Administration and Management,
Rivers State University, Port Harcourt, Nigeria.
NADUBE Paul M.
Department of Marketing, Faculty of Administration and Management,
Rivers State University, Port Harcourt, Nigeria.

Abstract
This study investigated the impact of service flexibility on marketing effectiveness of telecommunication companies in Nigeria. The study was conceptualized using service flexibility as predictor to marketing effectiveness with measures such as customer acquisition, customer retention and customer loyalty. A causal research design was employed in the study. The study population comprised 9 telecommunication companies in Nigeria. In view of the smallness of the population, a census was taken. 5 top level management staff of each company constituted the unit of observation. Thus, 45 management staff provided data for the study. Simple Linear Regression Analysis was used to test the hypotheses. Each test was conducted at a 0.01 level of analysis with the help of the Statistical Packages for Social Sciences (SPSS) version 23.0. The findings revealed the existence of significant impact of service flexibility on marketing effectiveness of telecommunication companies in Nigeria. Thus, the study concluded that service flexibility has positive significant impact on marketing effectiveness of telecommunication companies in Nigeria; and recommends that managers of telecommunication companies in Nigeria that seek improved marketing effectiveness in terms of customer acquisition, retention and loyalty should change their service deliveries according to consumer needs, tastes and preferences.

Keywords: Customer acquisition, customer loyalty, customer retention marketing effectiveness, service flexibility.

OGBONNA Chibuzo O.
Department of Marketing, faculty of Administration and Management
Rivers State University Port Harcourt

NWULU Chinyere Stella
Department of Marketing, faculty of Administration and Management
Rivers State University Port Harcourt

Abstract
This study investigated the relationship between integrated supply chain effort and marketing competitiveness of downstream oil and gas companies in Nigeria. Integrated supply chain effort was used as the explanatory variable and was proxied by supplier integration and customer integration. Marketing Competitiveness was the explained variable, and was measured with brand awareness and cost reduction.
The study adopted the survey research design. The population for the study was 27 major petroleum product marketers, as listed by NNPC as of December 2022. The entire universe was surveyed. However, five copies of the research instrument was administered on each of the 27 companies, thus the total number of respondents for the study was one hundred and thirty-five (135). However, data generated from one hundred and eighteen (118) respondents was found useful. The Spearman rank order correlation was used to test the hypotheses. The findings revealed that integrated supply chain effort (supplier integration and customer integration) had significant relationship with marketing competitiveness (brand awareness and cost reduction). The study therefore conclude that integrated supply chain effort has significant relationship with marketing competitiveness; and recommends that management of downstream oil and gas firms should make integrated supply chain effort in terms of (supplier integration and customer integration) if they seek to achieve improved marketing competitiveness (brand awareness and cost reduction).

Keywords: Customer integration, integrated supply chain efforts, marketing competitiveness, supplier integration.

OGUDE Cyril
Department of Marketing, Faculty of Administration and Management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt
cyrilogude77@gmail.com

Abstract
This paper examined the impact of customer focus on business success of companies. The paper highlighted the views scholars on the concepts of customer focus and business success, as well as measures of business success (profitability, market share and sales growth). The study also examined empirical findings of other studies as regards the customer focus and business success. Evidence from reports of earlier studies indicate customer focus is key to business success. This is because the review identified report of both direct and indirect contributions of customer focus to business success. Therefore, the study concludes that customer focus is a prominent antecedent to business success; and recommends that companies should consider customer focus more seriously due to its potential to boost business success.

Keywords: business success, customer focus, market share, profitability.

ALI Faith O.
Department of Marketing, Faculty of Administration and Management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt
NWOKAH Gladson N.
Department of Marketing, Faculty of Administration and Management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt
nwokah.gladson@ust.edu.ng
HARCOURT Horsfall
Department of Marketing, Faculty of Administration and Management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt
harcourt.horsfall@yahoo.com

Abstract
This study investigated the relationship between green transportation and business performance of oil and gas companies in South-South Nigeria. The study was conceptualized using green transportation as predictor to customer satisfaction, quality service delivery and customer retention components of business performance. The study adopted a correlational research design. The study population comprised 24 multinational oil and gas companies in South-South Nigeria. The sample size of the study was the same as the population. The study utilized structured questionnaire to collect primary data. The reliability of the questionnaire was ascertained via Cronbach’s alpha test. 3 copies of the questionnaire was administered to Operations Manager, Logistics Manager and Marketing Manager of each of the multinational oil and gas companies. After data cleaning, only 66 copies of questionnaire were used for the data analysis. The Pearson Product Moment Correlation was used to test the hypotheses, relying on the assistance of the Statistical Packages for Social Sciences (SPSS) version 23.0. Findings from the study revealed the existence of significant positive relationship between green transportation and business performance of oil and gas companies in South-South Nigeria. The study therefore, concluded that green transportation has significant positive relationship with business performance of oil and gas companies in South-South Nigeria; and recommends that managers of oil and gas companies in SouthSouth, Nigeria should engage in green transportation practices to boost customer satisfaction, service quality
and customer retention.
Keywords: Business performance, customer satisfaction, customer retention, quality service delivery, green transportation.

IBANGA John I.
Department Of Marketing, Faculty of Administration and Management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt
NADUBE Paul M.
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

Abstract
This study examined of the impact of logistics risk acceptance on operational effectiveness of oil and gas servicing companies in Rivers State. The study adopted a causal research design and collected primary data in a cross-sectional survey. 87 oil and gas servicing companies operating at the Onne oil and gas free zone of Rivers State comprised the population of the study. The study took a census, and sampled 2 managers (Logistics Manager and Operations Manager) from each company. A structured questionnaire was used to collect primary data. The validity of the instrument was determined via exploratory factors analysis; while its reliability was confirmed using Cronbach’s alpha test. The linear regression statistic was used to test the impact of logistics risk mitigation risk acceptance on metrics of operational effectiveness (delivery performance, cost minimization and operational flexibility). The Statistical Package for Social Sciences version 24.0 facilitated the data analyses. The study found that logistics risk acceptance impact operational effectiveness of oil and gas servicing companies. Importantly, the study found that risk acceptance impacts delivery performance more than other measures of operational effectiveness. The study concludes that logistics risk acceptance predict operational effectiveness; and that operational effectiveness of oil and gas servicing companies in Rivers State depend on logistics risk acceptance. Hence, the study recommends that oil and gas servicing companies in Rivers State that seek improved operational effectiveness in terms of delivery performance, cost minimization and operational flexibility should adopt logistics risk acceptance as a risk mitigation initiative.
Keywords: Cost minimization, delivery performance, logistics risk acceptance, operational flexibility, operational effectiveness

ELENWO Roberta U.
Department of Marketing, Faculty of Administration and Management
Rivers State University Port Harcourt
roberta.elenwo1@ust.edu.ng

DIDIA James U. D.
Department of Marketing, Faculty of Administration and Management
Rivers State University Port Harcourt
didia.james@ust.edu.ng

Abstract
This study empirically examined the relationship between cooperative engagement and supply chain resilience of quoted oil and gas companies in Nigeria. Cooperative engagement as a unidimensional construct was the predictor variable while supply chain resilience as the criterion variable was measured with situation awareness and adaptive capacity of quoted oil and gas firms in Nigeria. The study adopted a cross-sectional research design to study a population of 10 quoted oil and gas companies as enlisted in the official website of the Nigerian Exchange Group Sample size pf the study was the same as the study population given the small sample size however, the study adopted a census method to administer 5 copies of the questionnaire to key procurement staff of each of the 10 quoted consumer goods companies bringing the sample elements to 50 respondents in total. However, 44 respondents provided data for this study. Both primary & secondary data were adopted during the research of the study. The generated data were analyzed at three levels: the Univariate, Bivariate and Multivariate levels. At the primary level, the study adopted the univariate descriptive statistical tool such as mean, standard deviation, frequency tables, bar charts, scatter plots and simple percentages to present the data that were generated while bivariate inferential statistic of Pearson’s Product Moment Correlation was used at the secondary level of analysis, to test the proposed hypotheses. At the tertiary level of analysis, the study used Partial Correlation to test the impact of the moderating variable (level of influence) on the relationship between supplier relationship management and supply chain resilience of quoted oil and gas companies in Nigeria All the statistical analyses were performed using the Statistical Package for Social Sciences (SPSS, version 25.0). The data analysis uncovered noteworthy outcomes.: Cooperative engagement exhibited significant relationship with situation awareness and adaptive capacity. Considering these findings, the study concludes that that there is a significant and positive relationship between Cooperative engagement and supply chain resilience of quoted oil and gas companies in Nigeria. Engage in collaborative efforts with suppliers to achieve mutually beneficial goals; build trust, credibility, reliability, and confidence in them in relationships with suppliers for effective supply chain resilience.
Keywords: Adaptive capacity, cooperative engagement, situation awareness, supply chain resilience.

NGBAAWII Ledogo Waamene1 NWULU Chinyere Stella2 HARCOURT Horsfall3
1, 2, 3 Department of Marketing, Faculty of Administration and Management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt
Corresponding emails: waamenengbaawii@yahoo.com; nwulu.chinyere@ust.edu.ng

Abstract
This study examined the relationship between customer-centric culture and marketing performance of deposit money banks in Nigeria. Marketing performance was measured using customer satisfaction and customer loyalty. The study adopted a survey research design. The population of study comprised 24 deposit money banks operating in Rivers State. The study adopted the entire population as its sample size.
5 respondents were drawn from each of 24 deposit money to provide data for the study. Structured questionnaire was used to collect the data. Pearson Product Moment Correlation served as test statistic, with the aid of statistical packages for social sciences (SPSS) version 23.0. The study found that customer-centric culture has very strong and strong relationship with customer satisfaction and customer loyalty respectively. The study concludes that customer-centric culture informs marketing performance of deposit money banks in Nigeria, and recommends that deposit money banks should define needs from customers’ point of view and customize their products to meet the unique needs of customers.
Keywords: customer centric culture, customer loyalty, customer satisfaction, marketing performance