FUBARA Caroline Owuru WALI Andy Fred OGONU Chituru Gibson
Department of Marketing, Faculty of Administration and Management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt.
Abstract
This study examined the relationship between supply chain integration (SCI) and marketing competitiveness of firms in the hospitality industry in Rivers State. The study was anchored on relational view theory and adopted a cross-sectional survey design. The population of the study consist 269 registered and functional hospitality firms in Rivers State, while a sample size of 161 hospitality firms was studied. Primary data were collected using questionnaire. Pearson Product Moment Correlation served as test statistic, relying on Statistical Package for Social Sciences (SPSS) version 27.0. The study found a positive and significant relationship between the SCI and measures of marketing competitiveness (brand awareness, marketing innovation) of firms in the hospitality industry in Rivers State. Thus, the study concluded that SCI enhance marketing competitiveness of firms in the hospitality industry in Rivers State; and recommends that management of firms in the hospitality industry in Rivers State should encourage SCI, if they seek to enhance their level of marketing competitiveness.
Keywords: brand awareness, marketing competitiveness, marketing innovation, hospitality industry, Supply chain integration.