THE IMPACT OF REVERSE LOGISTICS ON MARKETING EFFECTIVENESS IN NIGERIAN FOOD AND BEVERAGE FIRMS
Authors: Chukwudi Emeka Nwankwo
DOI: 10.5281/zenodo.17422707
Published: January 2024
Abstract
<p><em>This study examined the relationship between reverse logistics and marketing effectiveness of food and beverage firms in Rivers State, Nigeria. Employing a cross-sectional survey design, the study population comprised 14 food and beverage firms listed in the Nigerian Stock Exchange Facts Book (2017/2018). Primary data were collected using a self-administered structured questionnaire, and reliability was confirmed via Cronbach’s Alpha, with all variables exceeding the 0.7 threshold. Data analysis was conducted using SPSS version 20.0, with Pearson product-moment correlation employed to test the hypotheses and establish the strength of the relationships. Findings revealed that reverse logistics is positively and significantly associated with marketing effectiveness. Based on these results, the study concludes that implementing reverse logistics can enhance firms’ marketing performance. It is recommended that manufacturers adopt reverse logistics strategies to improve operational efficiency, customer satisfaction, and overall marketing effectiveness.</em></p>
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