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AuthorSegun Ogunmuyiwa, Michael
AuthorOladele Agbaje, Ifedayo
Available date2023-07-18T09:05:30Z
Publication Date2023-06-15
Publication NameStudies in Business and Economics
Identifierhttp://dx.doi.org/10.29117/sbe.2023.0140
CitationOgunmuyiwa, Michael Segun, and Ifedayo Oladele Agbaje. 2023. “ Nigeria”. Studies in Business and Economics 26 (1):28-41. https://doi.org/10.29117/sbe.2023.0140
ISSN1818-1228
URIhttp://hdl.handle.net/10576/45922
AbstractThis study examines customers centricity and firm operational performance in Fast Moving Consumer Goods (FMCGs) in Ogun State, Nigeria. The study is premised on three customer-centric elements or dimensions: customer integration, internal integration, and external integration. A descriptive survey research design was employed in the study, using the maximum variance sampling technique. A structured questionnaire was administered on customers of selected FMCGs in Ogun State, Nigeria. Employing the Ordinary Least Squares (O.L.S) technique, the results revealed that customers' centricity significantly affects the operational performance of FMCGs in Nigeria. The findings also reveal that external integration and customers' integration are the most significant dimensions of customers' centricity. It is recommended that organisations should pay more attention to their customers' integration and external integration since these two dimensions are the most significant customers' centricity dimensions explaining FMCGs operational performance in Nigeria
Languageen
PublisherQatar University Press
SubjectCustomer Centricity
Customers' Integration
External Integration
FMCGs
TitleCustomer Centricity and Firm Operational Performance: A Study of Fast Moving Consumer Goods’ Firms in Ogun State, Nigeria.
TypeArticle
Pagination28-41
Issue Number1
Volume Number26
dc.accessType Open Access


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