THE RELATIONSHIP BETWEEN SUPPLY CHAIN MANAGEMENT AND MARKETING PERFORMANCE OF PORT HARCOURT BOUTIQUES
Authors: Chibuzo Emeka Nwankwo
DOI: 10.5281/zenodo.17422711
Published: April 2024
Abstract
<p><em>In the context of globalized markets, supply chain management (SCM) practices play a critical role in enhancing marketing performance for businesses. This study examines the influence of SCM practices on the marketing performance of boutiques in Port Harcourt. Adopting a quantitative causal research design, the study tested four hypotheses. The population comprised 889 registered boutiques, with a sample of 269 boutiques selected using the Krejcie and Morgan table. Data were collected from 538 respondents—including sales representatives and customer relationship managers—via a structured five-point Likert scale questionnaire. Validity was established through expert review and previous research, while reliability was confirmed using SPSS version 22.0. Analysis via simple regression revealed that strategic supplier partnerships have a very strong, significant, and positive influence on customer patronage and brand awareness. Additionally, information sharing also exhibited a strong, significant, and positive influence on customer patronage and brand awareness. The study concludes that effective SCM practices significantly enhance marketing performance in boutiques. It is recommended that boutique managers continually modernize strategic supplier partnerships and information-sharing mechanisms to sustain and improve marketing outcomes.</em></p>
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