Challenges in the Era of Globalization - iaabd

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Proceedings of the 12th Annual Conference © 2011 IAABD Comparative Study of Perceptions of Relationship Marketing in the Nigerian Food and Beverages Industry Abstract Bolajoko Nkemdinim Dixon-Ogbechi, dixonogbechi@yahoo.com University of Lagos. Lagos, Nigeria Elizabeth M. Haran Salem State University, Salem MA, USA Joseph Aiyeku Salem State University, Salem MA, USA This study investigates the differences among customers and companies when it comes to relationship marketing. It compares their ranking of the importance of the components of relationship marketing and it identifies where there are significant differences in the perceived use and the value of these tools among the three groups: multinational and indigenous marketers and the customers they serve, via ANOVA. Post hoc analysis identifies subgroups with similar values. Comparisons are made based on Likert scale ratings as well as on the weightings obtained from the Analytic Hierarchy process. The sampling frame was all indigenous companies and multinationals in the Nigerian food and beverages industry based in Lagos, Nigeria and also of customers of the products of the selected companies, as listed by the 2007 Nigerian Business Directory. Four hundred customer questionnaires were administered, 94% were returned; 300 questionnaires were administered to multinational employees, 89%were returned; 300 questionnaires were administered to employees at indigenous companies, 88% were returned. Introduction Organizations operate in a very dynamic marketing environment as a result of rapid changes in technology, consumer tastes, economic and social forces, not to mention the global marketplace. To survive these, all business organizations must adapt to the changing business environment, and continuously design and improve marketing strategies. Relationship marketing is one of such contemporary marketing strategies employed in both developed and developing economies. Relationship marketing includes all the marketing activities designed to establish, develop, maintain, and sustain a successful relational transaction with a view to gaining the maximal value of customers who can contribute to long-term organizational profitability. Adopting relationship marketing effectively tends to give an organization distinctive or comparative advantage over competitors because it will enable them to communicate effectively with the customers; know what they need and want; why they continue to patronize the organization’s products and services; and the strategies to use to manage such relationships effectively. When long-term relationships exist between organizations and customers, the distance between them becomes shorter and the organization benefits from repeat purchase and the goodwill of the customer (Jackson 1985; Groonroos 1990; Tanner Jr. 2006). The relationship marketing strategy is relevant to the Nigerian context because the strategy emphasizes enduring relationships, and the Nigerian culture promotes enduring relationships. Culture affects what Nigerians do: Nigeria is a tradition driven society (Achumba and Osuagwu 1994, Achumba 1996). The Nigerian marketer, like any other marketer, has to devote time to build relationships with the customers in order to gain repeat patronage (Brondmo 2002). 630
Challenges in the Era of Globalization Edited by Emmanuel Obuah Prior studies have found that in the contemporary Nigerian marketing environment, customers prefer marketers who can deliver coordinated long-lasting satisfaction through the products and services they offer; and multinationals may have been able to do this in Nigeria (Osuagwu 2004). Osuagwu also found, however, that relationship marketing strategy was less practiced than the traditional marketing mix strategies of product, pricing, and promotion by Nigerian companies. The Nigerian food and beverages market plays an important role in the Nigerian marketplace. It has witnessed the influx of different types of products ranging from well-packaged standardized local beverages to international beverages. The population of over 150 million constitutes the single largest market in Africa. Nigeria is also strategically located so that companies find it convenient to expand their markets to neighboring countries: Benin, Cameroon, Chad, Congo, Ghana, Mali and Niger, for example (Federal Republic 2007). It is for these reasons Nigeria was chosen as the focus for this study on relationship marketing, which is regarded as one of the most effective tools in modern marketing. Yet there have been few studies to compare how its components are valued from multiple perspectives: from the customer, from the indigenous company and from the multinational company. Furthermore when comparisons are made among the attitudes of various groups about the components of relationship marketing, these comparisons are typically based on opinions inventories, primarily Likert scales. This study investigates the differences among groups and also investigates the potential differences among methods of assessment: e.g. differences based on Likert based scales and differences based on Analytic Hierarchical process weightings. Objectives This study aims to: i. Compare the relative ranking of the components of relationship marketing, as prioritized by the customers, by the multinationals and by the indigenous companies; ii. Determine if there are any significant differences among the groups on their opinions of use of trust, communication, relationship commitment, internal marketing or support and communication; iii. Determine if there are any significant differences among the groups on their AHP weightings of trust, communication, relationship commitment, internal marketing or support and communication; iv. Identify subgroups of consensus of opinions or weightings. Literature Review It is clear that organizations need to establish and maintain enduring relationships with their customers this can be achieved through relationship marketing. Basically, the relationship marketing concept states that organizations should maintain an enduring relationship with their customers. The purpose of relationship marketing, therefore, is to enhance marketing productivity by achieving efficiency and effectiveness, and enhancing relationships with customers and other partners, at a profit (Gronroos, 1990; Sheth & Sisodia, 1995). Empirical studies in relationship marketing literature reveal various relationship marketing variables. Those that are found to be more prominent are trust, relationship commitment, communication, internal marketing and support and cooperation (Doney & Canon, 1997; Gabbarino & Johnson, 1999; Simpson and Mato, 1997; Morgan & Hunt 1994; Sirdeshmukh, Singh, & Sabool, 2002; Yeh, 2005). Trust is the reliability of an organization’s members and beliefs in their willingness to perform their duties. Relationship commitment is the psychological attachment of customers to an organization. Internal Marketing is the application of marketing techniques to the internal market i.e. employees; it is the ongoing process whereby an organization aligns, motivates and empowers employees at all functions and levels to consistently deliver a positive customer experience that helps achieve 631
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Table of Contents Challenges in the
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Abstract Challenges in the Era of G
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Abstract What does Globalization me
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