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IBANGA Ifeoma Blessing1 , NADUBE Paul M.
2 ADIELE Kenneth C. 3
1, 2, 3 Department of Marketing, Faculty of Administration and Management
Rivers, State University Nkpolu-Oroworukwo, Port Harcourt, Nigeria

Abstract
This study investigated the relationship between customer sensitivity and competitiveness of oil and gas firms in Rivers State. This study adopted a survey research design with a correlational method of investigation and obtained quantitative data from respondents in a non-contrived setting. The population of the study comprised 9 registered and functional oil and gas firms in Rivers State. The study adopted a census and purposively drew 5 managers (Marketing, Procurement, Logistics, Business development and Research and Development) from each of 29 firms. In all, 145 managers constituted provided data for the study. Pearson Product Moment Correlation was used to test 3 hypotheses, relying on the Statistical Package for the Social Sciences (SPSS) version 23.0. The results showed that customer sensitivity has positive significant correlation with competitiveness of oil and gas companies in Rivers State. The study concludes that customer sensitivity leads to competitiveness of oil and gas companies in Rivers State; and recommends that management of oil and gas companies should prioritize the develop their customer sensing capabilities to boost their capacity to capture, analyse and respond to customer feedback and preferences in real-time in other to increase their level of competitiveness.
Keywords: Accessibility, competitiveness, customer sensitivity, delivery speed, product flexibility

NWEYE Emmanuel Nyechi
Department of Marketing
Faculty of Administration and Management Rivers State University
emmamueln.nweye@gmail.com

Abstract
This paper explored the concept of lean waste reduction and its importance to operational efficiency of firms. The study synthesized findings from studies on lean practices and tools in different contexts and their report on the benefits of lean practices. Key themes identified in literature include the positive effect of lean tools like total productive maintenance, mistake proofing, workplace organization and continuous quality improvement. Studies emphasize the importance of effective implementation of lean practices to enhance maintenance, training, and control mechanisms for reducing production waste.
Additionally, the review highlight that lean waste reduction is a viable frameworks firms can adopt to improve the Triple Bottom Line (people, profit and planet). This is tenable because lean waste reduction enhance cost reduction and optimizes lead time. The paper concludes by emphasizing the importance of dynamic capabilities, integrated methodologies, and strategic frameworks in optimizing operational efficiency and promoting sustainable performance in financial services and other sectors.
Keywords: inventory level, lean waste reduction, operational efficiency, order lead time.

CYRIL-IBAMA Awoiyim1
NWOKAH Gladson N. 2
NWULU Chinyere Stella3
1, 2, 3Department of Marketing, Faculty of Administration and Management,
Rivers State University Nkpolu- Oroworukwo, Port Harcourt, Nigeria.

Abstract
This study investigated the relationship between materials movement and operational performance of upstream oil and gas companies in South-South Nigeria. The study was conceptualized using materials movement as predictor to operational performance with measures such as cost minimization, productivity and service speed. Survey research design with a correlational investigation type was employed in the study. The population of the study comprised 24 oil and gas companies in South-South Nigeria. The sample size of the study was the same as the population, since the population was not large. The researcher adopted census method to administer 3 copies of structured questionnaire to operations managers, logistics managers and procurement managers to each of the 24 oil and gas companies. This means that 72 respondents were used for the study. However, 63 respondents provided useable data for the study. Pearson’s Product Correlation Coefficients with a 95% confidence interval in mind was used in testing 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 results revealed the existence of significant relationship between materials movement and operational performance of upstream oil and gas companies in South-South Nigeria. Based on the findings, the study concluded that materials movement significantly relates to operational performance of upstream oil and gas companies in South-South Nigeria; and recommends that managers of upstream oil and gas companies in South-South Nigeria should adopt modern material movement systems as a way to achieve cost minimization objective.
Keywords: Cost minimization, materials movement, operational performance, productivity, service speed

CHUKU Ihuoma Blessing1, OPARA Bright C. 2, OGAN Henrietta I. 3
1, 2, 3Department of Marketing, Faculty of Administration and Management,
Rivers State University Nkpolu-Oroworukwo, Port Harcourt,
Rivers State
Corresponding email: ihuoma.chuku124@gmail.com

Abstract
This study investigated the relationship between brand personality and market competitiveness. The study adopted a correlational research design. Brand personality is the predictor variable, while market competitiveness which was proxied by cost advantage, responsiveness and service quality was the criterion variable. The population of the study consisted 4 major mobile telecommunication companies. The study sample was the same as the population. The study administered 8 copies of structured questionnaire to top management staff of each of mobile telecommunication companies. Pearson’s Product Moment Correlation (PPMC) was used to test hypotheses relying of Statistical Packages for Social Sciences (SPSS) Version 23.0. The study found the existence of significant relationship between brand personality and market competitiveness of mobile telecommunication in Rivers State. The study therefore concluded that brand personality significantly relates to market competitiveness (cost advantage, responsiveness and service quality) of mobile telecommunication in Rivers State; and recommends that managers of mobile telecommunication companies in Rivers State should capitalize on brand personality such as brand sincerity and brand ruggedness in their pursuit of market competitiveness.
Keywords: Brand personality, market competitiveness, cost advantage, responsiveness, service quality.

OKONYE Christiana1, AKEKUE-ALEX Nennaaton2
1, 2 Department of Marketing, Faculty of Administration and Management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt, Nigeria

Abstract
This study investigated the influence of eco-design capability on environmental performance of food and beverages firms in Port Harcourt. Eco-design capability was used as the explanatory variable which was treated as a single unit variable. Environmental performance was used as the explained variable, and was measured using emission reduction and resource conservation. The study adopted a survey research design.
The population of the study consisted 19 food and beverages firms; and the entire population was surveyed. 4 copies of the research instrument was sent to each of the 19 food and beverage firms, with the target respondents being overseeing chief, acquiring supervisor, activities administrators and creation director. The simple regression analysis was used to test the hypotheses. The results showed that eco-design capability has significant positive influence on emission reduction and resource conservation. The study concludes that ecodesign capability predicts environmental performance of food and beverages firms in Port Harcourt; and recommends that management of food and beverage firms should devote more effort on eco-design capability, if they seek to achieve higher levels of environmental performance.

Keywords: Eco-design capability, emission reduction, environmental performance, resource conservation.

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