OGAREE Ebiteanga Daniel
Department of Marketing, Faculty of Administration and Management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt
GLADSON-NWOKAH Juliet
Department of Marketing, Faculty of Administration and Management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt
OGONU Chituru Gibson
Department of Marketing, Faculty of Administration and Management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt
Abstract
This study examined the correlation between reverse logistics and corporate viability of road building firms in Rivers State. The study used reverse logistics unidimensionally, and decomposed corporate vitality into growth, responsiveness and customer satisfaction. Thus, the study formulated 3 hypotheses. The study population consisted 18 road construction enterprises. The study employed a census approach to distribute 3 copies of questionnaire to Site Manager, Logistics Manager and Project Supervisor of each of the construction firms. Data were collected from respondents were using Pearson’s Product Moment Correlation relying on the Statistical Package for the Social Sciences version 23.0. The results indicated a positive and statistically significant correlation between reverse logistics and dimensions of corporate vitality. This means that reverse logistics correlates with corporate viability of road building firms in Rivers State. Study concluded that reverse logistics is essential to corporate vitality of road construction firms in Rivers State; and recommends that managers of road construction companies in Rivers State that aspire to achieve improved corporate vitality that manifests in growth, responsiveness and customer satisfaction should adopt reverse logistics not just as an operational necessity, but as a strategic posture.
Keywords: Customer satisfaction, corporate vitality, growth, responsiveness, reverse logistics.