Logistics Management Practices and Marketing Performance of Telecommunication Firms in Port Harcourt, Rivers State (Published)
This study examined the relationship between logistics management practices and marketing performance of telecommunication firms in Port Harcourt, Rivers State. Effective logistics management is increasingly important for improving marketing performance in the competitive telecommunication industry. However, weaknesses in transportation coordination and order fulfilment may constrain market expansion and customer retention. The study was anchored on the Resource-Based View Theory, which explains how organizational capabilities contribute to competitive advantage. A cross-sectional survey research design was adopted, using a census approach involving 20 management staff from four licensed telecommunication firms. Data were collected through a structured questionnaire and analysed using Spearman Rank Order Correlation at the 0.05 significance level. The findings revealed significant positive relationships between transportation management and market share growth (ρ = 0.684) and customer retention (ρ = 0.658). Order fulfilment also had significant positive relationships with market share growth (ρ = 0.703) and customer retention (ρ = 0.693). The study concluded that effective logistics management practices are important strategic capabilities associated with improved marketing performance. It recommended strengthening transportation planning, investing in appropriate logistics technologies, improving order fulfilment accuracy and timeliness, and regularly evaluating logistics performance to support market growth and customer retention.
Keywords: Customer retention, Logistics Management, Order fulfilment, market share growth, transportation management