Customer Engagement and Performance of Baby-Care Products in Ibadan Oyo State, Nigeria
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Date
2023-12
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Lead City University
Abstract
The global performance of Manufacturers of Baby-Care Products (MBCPs) showed the industry experienced growth. However, the performance of MBCPs in Nigeria experienced decline in customer trust, satisfaction and commitment which is suggestive of challenges associated customer engagement. Hence, this study examined the effect of customer engagement on Customer Performance (CP) of selected MBCPs in Oyo State, Nigeria. Cross-sectional survey research design was adopted. The infinite population has a sample size of 537 nursing mothers computed using Cochran formula. The study adopted a purposive sampling technique to select the nursing mothers. A validated questionnaires were used to collect data. The Cronbach’s alpha reliability coefficients for the constructs ranged from 0.72 to 0.91. The response rates of 89.7% was obtained. Data were analysed using descriptive and inferential statistics. Findings revealed that customer engagement has significant effect on CP (R² = 0.140, F(1,446) = 72.645, p = 0.000). Customer engagement has significant effect on customer satisfaction (Adj. R 2= 0.151, F(2,445)= 40.813, p= 0.000). Customer engagement has significant effect on customer trust (Adj. R 2= 0.107, F(2,445)= 40.813, p= 0.000). Customer engagement has significant effect on customer commitment (Adj. R 2= 0.402, F(2,445)= 10.726, p= 0.000). Customer equity had significant moderating effect on the relationship between customer engagement
and customer performance ofselected BCPsin Oyo State, Nigeria (ΔR 2= 0.100, ΔF = 7.504, p <0.006). The study concluded that customer engagement affects customer performance of selected BCPs in Oyo State, Nigeria. The study recommended that management of the baby-care product investigated
should focus more on engaging nursing mothers so that customer satisfaction can be improve performance. Management must reinvent customer equity mechanism such as value, brand and relationship equity as it has the potential to improve the interaction between customer engagement and customer performance in Ibadan Oyo State.
Keywords: Baby-care industry, Customer engagement, Customer equity, performance
Word Count: 296
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Keywords
Baby-care industry, Customer engagement, Customer equity, performance
Citation
Kate Turabian