INTER-FUNCTIONAL COORDINATION AND MARKETING PERFORMANCE OF TELECOMMUNICATION COMPANIES IN NIGERIA

Abstract

This study investigated the impact of Inter-functional coordination on Marketing Performance of Telecommunication Companies in Nigeria. The specific objectives were to ascertain the extent to which Inter-functional coordination impacts Customer Acquisition, Market Share, and Sales Growth of Telecommunication Companies in Nigeria. Adopting Positivist Research Paradigm, the study employed semi-structured questionnaire, consisting 20 items to collect primary data from nine Telecommunication Companies that provide GSM, Fixed Wireless, and Voice Over Internet Protocol Services in Nigeria. These companies constituted the population of the study, and a total of 41 respondents were drawn from the companies to provide primary data that were analyzed to establish the impact of Inter-functional coordination on Marketing Performance. Three null research hypotheses were tested using Simple Linear Regression. The results of the analysis revealed that, Inter-functional coordination positively and significantly impacts Customer Acquisition, Market Share, and Sales Growth. In view of these findings, the study concluded that, inter-functional coordination positively and significantly impacts Marketing Performance of Telecommunication Companies in Nigeria. In view of the foregoing, it is recommended that telecommunication companies in Nigeria should prioritize inter-functional coordination as a strategic imperative for improving marketing performance. By fostering cross-departmental communication, shared goals, and a customer-focused culture, these firms can achieve sustainable customer acquisition, increased market share, and continuous sales growth.