Customer Engagement and Performance of Baby-Care Products in Ibadan Oyo State, Nigeria

Simple item page
dc.contributor.authorDamilola Grace, RASHEED
dc.date.accessioned2024-07-25T12:24:23Z
dc.date.available2024-07-25T12:24:23Z
dc.date.issued2023-12
dc.description.abstractThe 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
dc.identifier.citationKate Turabian
dc.identifier.otherM.Sc
dc.identifier.urihttps://repository.lcu.edu.ng/handle/123456789/673
dc.language.isoen
dc.publisherLead City University
dc.relation.ispartofseriesM.Sc
dc.subjectBaby-care industry
dc.subjectCustomer engagement
dc.subjectCustomer equity
dc.subjectperformance
dc.titleCustomer Engagement and Performance of Baby-Care Products in Ibadan Oyo State, Nigeria
dc.typeThesis

Files

Original bundle
Now showing 1 - 2 of 2
No Thumbnail Available
Name:
RASHEED DAMILOLA GRACE PRELIMINARY PAGES.pdf
Size:
1.11 MB
Format:
Adobe Portable Document Format
Download
No Thumbnail Available
Name:
RASHEED full Thesis for Viva 28 Oct 2023.pdf
Size:
18.11 MB
Format:
Adobe Portable Document Format
Download
License bundle
Now showing 1 - 1 of 1
No Thumbnail Available
Name:
license.txt
Size:
1.71 KB
Format:
Item-specific license agreed to upon submission
Description:
Download

Collections

Department of Management & Accounting