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BANIGO Rogers1
IKEGWURU MacKingsley2
1 Department of Marketing, Faculty of Administration and Management,
Rivers State University Nkpolu Oroworukwo, Port Harcourt, Nigeria
2 Department of Logistics and Supply Chain Management, Faculty of Administration and Management,
Rivers State University Nkpolu Oroworukwo, Port Harcourt, Nigeria

Abstract
Effective inventory management is crucial to maintaining competitiveness and achieve organizational success.
This paper evaluated the concept of material requirement planning (MRP) and assessed it import to and organizational performance metrics (inventory turnover, order fulfillment, cost savings, service level). Extensive literature review was done to sound the views of scholars on the meaning and nature of MRP, as well as its contribution to organizational performance. Based on the literature review, we observe that MRP has significant influence on organizational performance. This is because the studies assessed, all report that MRP informs higher stock turnover rates, increased profitability, enhanced service levels, customer satisfaction, among other outcomes. Thus, the study concluded that MRP is a viable inventory management practice that leads to improved organizational performance; and study recommends that firms, especially those in retailing, that are desirous of boosting their performance should invest in technology-based MRP system.

Keyword: Customer satisfaction, inventory turnover, material requirement planning, order fulfillment, organizational performance.

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

Abstract
This study explored the relationship between opportunity identification and marketing effectiveness, using adequate marketing information, corporate reputation and strategic orientation to represent marketing effectiveness. The study relied on literature review as the basis to balance reasoning. The views and reports of various scholars on the meaning of opportunity identification and its relevance to marketing effectiveness were analyzed and synthesized. The evidence in literature points to the existence of symbiotic relationship between opportunity identification and marketing effectiveness. Thus, the study concluded that opportunity identification has a connection with marketing effectiveness. However, to properly understand the degree and direction of relationships between opportunity identification and marketing effectiveness of companies, the study canvasses an empirical test using adequate methodology to establish the level of connection between the variables.
Keywords: Adequate marketing information, corporate reputation, marketing effectiveness, opportunity, identification, strategic orientation.

DENNIS Minabere Edwin1

ADIELE Kenneth C.2

IKEGWURU Mac-Kingsley3
1, 2 Department of Marketing, Faculty of Administration and Management
Rivers State University, Port Harcourt, Nigeria
3Department of Logistics and Supply Chain Management, Faculty of Administration and Management
Rivers State University, Port Harcourt, Nigeria

Abstract
This study focused on digital technology and procurement performance of downstream oil and gas companies in Rivers State. A survey research was adopted in the study. The population of the comprised 29 downstream oil and gas companies; and the entire population was surveyed. Purposive sampling technique was adopted to draw 6 management staff from each of the 29 firms to arrive at 174 respondents. A 5-point likert-scale questionnaire was used to collect data from respondents. 174 copies of questionnaire were distributed to the respondents, out of which, 135 copies were returned, yielding a response rate of 78 per cent. However, only 100 copies of the retrieved questionnaire were usable.
The simple Regression statistic was used to test the hypotheses formulated for the study. The study found that digital technology has a very strong, significant and positive influence on time delivery, cost reduction and order processing. Thus, the study concludes that digital technology significantly influences procurement performance of downstream oil and gas companies in Rivers State, and recommends that management of downstream oil and gas companies should sustain their digital technology programmes to boost on time delivery, cost reduction and order processing.
Keywords: Cost reduction, digital technology, on time delivery, order processing, procurement performance,

OBAFEMI Ayodeji Olanrewaju1, NWOKAH N. Gladson2
1, 2 Department of Marketing, Faculty of Administration and Management,
Rivers State University Nkpolu- Oroworukwo, Port Harcourt, Nigeria.
Corresponding emails: ayodeji.obafemi@ust.edu.ng; wokah.gladson@ust.edu.ng

Abstract
This study examined the correlation between e-payment and delivery performance of shipping firms in Nigeria’s eastern zone. The study was premised on transaction cost theory. E-payment was the predictor variable of the study, while delivery performance, measured as order lead time and delivery reliability was the criterion variable. The study, whose population comprised 60 shipping firms, adopted a correlational research design. Questionnaires was used to collect primary data from branch, operations, administrative and procurement managers of each firm. This brought the number of respondents in the study to 240. However, responses generated from 221 responses was used for the analysis. The hypotheses formulated for the study were analyzed using Pearson Product Moment Correlation; and was aided by the Statistics Package for Social Sciences (SPSS) version 21. The results showed that e-payment positively and significantly relates to delivery performance of shipping firms in Nigeria. Thus, the study concluded that e-payment enhance delivery performance of shipping firms in Nigeria; and recommends that shipping firms in Nigeria’s eastern zone should adopt e-payment in their transactions with vendors.
Keyword: delivery performance, delivery reliability, e-payment, order lead time.

IRIMAGHA Boma Benita
Department of Marketing, Faculty of Administration and Management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt

Abstract
This paper probed the nexus between endorser credibility and brand equity of companies. The paper delved into the multifaceted concept of endorser credibility and its ramifications on brand awareness and perceived quality, as indicators of brand equity. The literature review uncovered a spectrum of perspectives on the efficacy of celebrity endorsements, with studies elucidating the imperative of aligning endorsers with brand values and audience preferences. Building upon these insights, the paper presented a synthesis of findings, culminating in a nuanced understanding of the complexities inherent in leveraging endorsers to enhance brand equity. The paper concluded that endorser credibility has relationship with brand equity. This means that by meticulously selecting credible and trustworthy endorsers, ensuring alignment between endorsers and brand values, monitoring contextual factors, and evaluating endorsement effectiveness, companies can boost their brand equity. The paper recommends that firms that are keen on improving their brand equity should leverage endorsement as a strategy for fortifying their brand equity and competitive standing in the market.

Keywords: Brand awareness, brand equity, endorser credibility, perceived quality

OSHIONYA Kenneth Obirieze1, HARCOURT Horsfall2,
ADIELE Kenneth C.3
1, 2, 3 Department of Marketing, Faculty of Administration and Management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt
Corresponding email: kenneth.oshionya@ust.edu.ng

Abstract
The relationship between supplier selection and supply chain performance of construction companies in Rivers State was investigated in this study. The study adopted an explanatory research design. The population of the study comprised 173 construction companies in Rivers State. The Taro Yamene formula was used to derive a sample size of 121 construction companies. 121 respondents who are procurement managers in the construction companies were drawn to provide data for the study. Structured questionnaire designed in the Likert five-point scale of strongly agree to strongly disagree was used to collect primary data. The reliability of the instrument was ascertained through Cronbach’s Alpha test of reliability with a threshold of 0.70. The Pearson Product Moment correlation was used to test the hypotheses formulated for the study. The study found that supplier selection has a very strong positive and significant relationship with cost reduction, service quality and on time delivery respectively. In view of these findings, the study concluded that supplier selection is an important driver of supply chain performance improvement; and recommends that managers of construction companies should focus on factors such as the experience, capacities, network reach and other related factors which demonstrate the competence and capital accruable from their relationship and partnerships with suppliers.
Keywords: Supplier selection, supply chain performance, cost reduction, service quality, on time delivery.

JOSEPH Chimaraoke1, NADUBE Paul Meeting2 , OGAN Henrietta Ingo3
123Department of Marketing, Faculty of Administration and Management
Rivers State University, Port Harcourt
Corresponding email: chijoefrank@gmail.com

Abstract
The study investigated the relationship between factual appeal and advertising effectiveness of four-star hotels in Port Harcourt. Factual appeal was the predictor variable, while advertising effectiveness was the criterion variable. The study adopted a survey research design and correlational method of investigation.
The study population comprised twelve (12) four-star hotels. Based on the small size of the population, a census was taken. Thirty-six (36) respondents comprising (business managers, front desk officers, and sales/booking managers) from the twelve (12) four-star hotels took part in the study. Pearson’s Product Moment Correlation was used to test the hypotheses with the aid of Statistical Packages for Social Science, version 23.0. The p-values were calculated to determine the significance of the hypothesized relationships. The study showed positive and statistically significant relationship between factual appeal and measures of advertising effectiveness (brand awareness, attitude change and salience). The study therefore concludes that there is a positive significant relationship between factual appeal and advertising effectiveness of fourstar hotels in Port Harcourt; and recommends that four-star hotels in Port Harcourt should adopt factual appeal as an essential advertising message strategy to improve effectiveness of their advertising messages.
Keywords: Advertising effectiveness, attitude change, brand awareness, factual appeal, salience.

GEORGE Crystabel Benibo
Department of Marketing, Faculty of Administration and Management
Rivers State University
crystabel.george@portharcourtpoly.edu.ng

Abstract
This paper examined the relationship between brand campaign and marketing success. The specific objective of the paper was assess of the role of brand campaign in stimulating outcomes such as brand awareness, increase in number of new customers and customer retention. The discussion centred on the conceptualisation of brand campaign as a unique construct with distinct characteristics that focus on products, rather than brand. The Attention, Interest, Desire and Action (AIDA) model, was adopted as the theoretical foundation in the paper and was considered useful in espousing the nature of relationship between brand campaign and marketing success. The paper recognises and emphasises the role of brand campaign as an imperative for driving marketing success. By emphasising brands, organisations can enhance the attainment of brand awareness, increase in number of new customers and customer retention. The paper recommends that firms should engage brand campaign with a focus on advancing creative content and engaging customers to ensure brand success.
Keywords: Brand campaigns, marketing success, telecommunication firms, AIDA mode

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.

OBOM Otonye1

HARCOURT Horsfall2

NWULU, Chinyere Stella3
123Department of Faculty of Administration and Management Sciences
Rivers State University Nkpolu-Oroworukwo, Port Harcourt

Abstract
This study examined of the interplay between supplier rationalization and competitiveness of indigenous shipping firms in Nigeria. The study adopted an explanatory research design and collected primary data in a cross-sectional survey. 3,608 registered indigenous shipping firms constituted the population of the study. The Krejcie and Morgan (1970) Table for sample size determination was relied upon to derive a sample size of 351. A structured questionnaire was used to collect primary data. The reliability of the instrument was confirmed via the Cronbach’s alpha test. The Spearman’s rank order correlation served as test statistic; and was facilitated by the Statistical Package for Social Sciences (SPSS) version 24.0. The study found that supplier rationalization relates to competitiveness of indigenous shipping firms. This is because supplier rationalization showed positive and statistically significant relationship with all the proxies of competitiveness. The study concludes that supplier rationalization relates to competitiveness; and that competitiveness of indigenous shipping firms in terms of responsiveness, operational flexibility, operational efficiency and market leadership depend on supplier rationalization. Hence, the study recommends that indigenous shipping firms in Nigeria that desire improved competitiveness should cultivate and nurture mutually satisfying partnerships with selected suppliers to enjoy relational equity and efficiency. This must however, be consistent with company goals and resources with observed and expected market and marketing trends and opportunities

Keywords: Market leadership, operational efficiency, operational flexibility, responsiveness, supplier rationalization.