SUPPLIER CUSTOMER COOPERATION (SCC) AND MARKETING PERFORMANCE OF LOGISTICS FIRMS IN RIVERS STATE.

Abstract

This study centered on supplier-customer cooperation (SCC) and marketing performance of logistics firms in Rivers State. The study adopted the correlational research design. The study population consisted of all eighty-two registered logistics firms in Rivers State. A sample of ten of the registered logistics was purposively selected for the study and respondents of the selected firms covered under the following categories: marketing managers, finance managers, information technology managers, procurement managers and R & D managers. The instrument used for data collection was questionnaire titled supplier- customer cooperation and marketing performance. The validity of the instrument was determined through face and content analysis, and the reliability was via the Cronbach Apha method. The result of the reliability test shows that all the study variables have alpha coefficient values that are greater than 0.70, meaning that the instrument was reliable. Mean was used to analyze the responses received from the questionnaire items. The Pearson Product Moment Correlation Coefficient (PPMCC) was used to test the hypotheses. The study found and held that trust and information sharing significantly influenced the sales growth and market shares trajectory of logistics firms in Rivers State. In light of the findings and conclusions, the following recommendations among others are made: Logistics firms should invest in building and maintaining trust through transparent communication, honoring agreements, and consistently meeting customer and partners’ expectations. The firms should establish structured channels for timely and accurate information exchange both within the firm and with external stakeholders to foster innovation and responsiveness.