EZE Christian Chukwudi1 DIDIA James U. D. 2
1, 2 Department of Marketing Faculty of Administration and Management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt
Abstract
This study investigated the relationship between materials recycling and performance of Table water processing companies in Rivers State, using customer patronage and customer retention as measures of performance. A correlational research design was adopted. The population of the study comprised 108 Table water processing companies. The Taro Yemen formula was used to derive a sample size of 85 companies. 255 management level staff were selected on a sample frame of 3 staff from each of the companies to provide data for the study. A 5-point likert-scale questionnaire was used to collect data. 255 copies of the questionnaire were administered to respondents, out of which, 200 copies were used in the final analyses. This represents 98% response rate. The Pearson Product Moment Correlation was used to test the direction and strength of correlation between materials recycling and measures of organizational performance. The results showed that materials recycling has a moderate positive and significant relationship with customer patronage and a strong positive and significant relationship with customer retention. Therefore, the study concludes that materials recycling significantly relates to performance of Table water processing companies in Rivers State; and recommends that management of Table water companies should adopt materials recycling as a strategic approach to achieving customer patronage and customer retention, hence organizational performance.
Keywords: Customer patronage, customer retention, materials recycling, organizational performance.