Challenges in the Era of Globalization - iaabd

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Proceedings of the 12th Annual Conference © 2011 IAABD business objectives. Communication is the exchange of meaningful and timely information between firms or between firms and their customers. Support and Cooperation comprise all mutually beneficial activities embarked upon by both the organization and its customers (Lancastre & Lages, 2004; Malewicki, 2005; Mohr, Fisher, & Nevin, 1996; Sorce, 2002; Stershic, 2006; Yeh 2005). Relationship marketing as a strategy, leads to profitability if intelligently practiced (Groonroos, 1994a, 1994b). Several scholars have conducted studies on customer perceptions. For instance, Vogel, Evanschitzky and Ramaseshan (2008) investigated the effects of customer perceptions of key marketing actions on customer attitudes and actual customer behavior as reflected by future sales. Verhoef (2003) in his study linked customer relationship perceptions and relationship marketing instruments to customer behavior. Rust, Zeithaml, and Lemon (2000) developed a model that related a company’s perceived marketing strategy and marketing investments to the customers’ reactions to these investments and to the economic output generated by the related customer behavior. Also, a study by Chao (2008) revealed that when retail customers have a positive perception of the wholesaler’s personnel performance and the store’s physical appearance, they are likely to visit the wholesaler more frequently. Dixon-Ogbechi, Haran & Aiyeku have studied the characteristics and perceptions of indigenous (2008) and multinational companies (2009) and their customers (2009) in this regard. They have identified key factors for each group, and have used the Analytic Hierarchy process to identify the relative weighting of each group separately, but it is important to identify whether the perceptions of use and the weightings of the factors coincide and to compare the similarities and differences. Hypotheses H1: There will be no significant difference in ranking of the components of relationship marketing among the three groups: customers; multinational companies; indigenous companies. H2a-f: There will be significant differences among the groups on their opinions of use of trust, communication, relationship commitment, internal marketing and support and communication. Companies’ opinions will be similar, but significantly different from the customers’ opinions. H3a-f: There will be significant differences among the groups on their AHP weightings of trust, communication, relationship commitment, internal marketing and support and communication. Companies’ will be similar, but significantly different from the customers. Methodology To achieve these goals, survey research methods were applied. The population of umbrella study was the indigenous and multinationals companies in the Nigerian food and beverages industry based in Lagos and also of customers of the products of these companies. Questionnaires were developed to examine the present use and relative importance of the relationship marketing concepts in the food and beverage industry in Nigeria. Sample: The snowball sampling technique was used to select a sample of 400 customers of the food and beverage companies in Lagos metropolis and copies of the research instrument were administered to them, 376 were returned. The sampling frame of the indigenous companies to be studied was made up of the employees in the marketing or sales units of the 55 companies selected. Three hundred questionnaires were administered, 266 were completed for a return rate of 88.7%. The sampling frame of the multinationals companies to be studied was made up of the employees in the marketing or sales units of the listed companies in the food and beverages industry. There were 12 multinational companies listed, 632
Challenges in the Era of Globalization Edited by Emmanuel Obuah with a total of 403 employees in these units. Three hundred questionnaires were administered, 268 were completed for a return rate of 89.3%. Administration Methodology: Five research assistants were employed to administer the instruments. The data was collected for five months, October 2007 to March 2008. in five different locations in Lagos namely: Lagos Island (Idumota, Apongbon and Victoria Island), Lagos mainland I (Yaba and Mushin); Lagos Mainland II (Ilupeju, Oshodi and Mile 2); Lagos Mainland III (Ikorodu Road, Ikeja and Ojota); Lagos Mainland IV (Bariga, Gbagada and Oworonshoki). Instrument Development: To develop a valid instrument that addressed the research questions and hypotheses, the researcher identified the five relationship marketing variables from a literature search and developed measurement scales to measure each variable based on constructs obtained from the literature review. Thus, questions for this study were generated by making use of variables identified from previous empirical studies that can be used to measure the five relationship marketing variables, namely: Trust, Communication, Relationship Commitment, Internal Marketing and Support and Cooperation, as well as questions to identify the respondents’ characteristics or demographics, buyer information, and familiarity with relationship marketing and the Analytic Hierarchy Process (AHP). The instrument was pilot tested twice, once with marketing experts and then retested on respondents from each of the identified groups. The instruments were validated through the pilot studies by using experts and a sample of respondents for content validity (Hahn et al. 2000). They were tested for reliability using Cronbach’s alpha (Dixon 2008) Computer Programs/Analyses: Data was entered, and descriptive analyses performed in SPSS. The Expert Choice software (EC8) was used to analyze the relative importance scaled statements (Goh 1997; Liberatore and Nydick 2003; Liedtka 2005; Timor and Tuzuner 2006). Results There were no differences found in the prioritizing of the components of relationship marketing, as defined in this study, among the groups: trust, relationship commitment, communication, internal marketing, and support and cooperation. Rankings of the views of use by the indigenous and the multinational companies did differ slightly but the Spearman rank correlation analysis did not show them to be significantly different, (p>.05). This was as expected, hypothesis 1 was supported. The results of the analysis of variance on the perceived use of the relationship marketing strategies are presented in Table 1. There were significant differences (all significant differences were at p
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Challenges in the Era of Globalizat
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Table of Contents Challenges in the
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Lennart Bangens, Goteborg, Sweden C
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Local Steering Committee Jacob Musi
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Track 1: Accounting, Finance, and I
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Abstract Challenges in the Era of G
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Abstract Determinants of Bank Lendi
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Empirical Results Challenges in the
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Table 3 Determinants of Competitive
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Research Findings Challenges in the
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Abstract: Study on Africa Governmen
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Abstract Challenges of Oil Revenue
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Abstract Land Based Sources of Poll
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Abstract On the Mitigation of Rever
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Assessment of pollutants in nigeria
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Figure 1: Lagos off shore survey po
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Academic Pry School 3 3 0 Backgroun
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Track 5: Management Education Chall
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Table: Model Fitness Regression Sta
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Conclusion Challenges in the Era of
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37. Provision of sound education fo
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The cost structure Challenges in th
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Empirical Analysis Challenges in th
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Variable Coefficient Std. Error t-S
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Abstract The Changing Requirements
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The Model, Data and Variable Defini
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Track 8: Gender and Economic Develo
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Empirical results Challenges in the
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Abstract Gender, poverty and sustai
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Figure 1.1: Spread of directorships
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Theoretical Framework Challenges in
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Single 18.1 Masters and above 35.3
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Source: Field survey, 2010 Table 3:
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Track 9: Global Studies and Politic
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Conceptual Definitions Challenges i
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Conclusions and Implications Challe
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Abstract Exploring Organisational R
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district hospitals: Evidence from N
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Defining the Organisational Culture
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Table 1: A Summary of Operating Ban
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Discussion and Conclusion Challenge
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Abstract What does Globalization me
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Research Methods approach Challenge
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Statement of the Problem Challenges
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Convenient location of banks Challe
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firms attained below average market
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Conclusion Dissatisfied 6 3.4 3.6 7
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Abstract Customer satisfaction with
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