Reverse Logistics Practices and Marketing Performance of Registered Breweries in South-South Geopolitical Zone of Nigeria

Abstract

This study examines the relationship between reverse logistics practices and marketing performance of registered breweries in South-South geopolitical zone of Nigeria. Reverse logistics practices were operationalized into three dimensions: recycling, reuse and remanufacture. On the other hand, marketing performance was measured in terms of customer satisfaction and customer retention. The study adopted cross-sectional research design. The population of the study was six (6) registered breweries in South-South geopolitical zone of Nigeria as obtained from yellow page (2023). The research adopted a census study because of the small size of the study. However, 10 managers were drawn from each of the six (6) registered breweries making sixty (60) managers as respondents for the study. Data were collected through semi - structured questionnaire. Inferential statistics of Pearson Product Moment Correlation (PPMC) was used to test the hypotheses. These analyses were done with the aid of the Statistical Package for Social Sciences (SPSS version 23.0). From the data analysis, it was revealed that reverse logistics practices have positive and significantly relationship with marketing performance of registered breweries in South-South geopolitical zone of Nigeria. Based on this finding, the study concludes that the reverse logistics practices employed here are relatively good in the registered breweries firms especially in a competitive environment like South-South geopolitical zone. Therefore, the study recommends that registered breweries companies should adopt recycling practices to achieve customer satisfaction and retention, consider reuse the product to achieve customer satisfaction and retention and should remanufacture in order to solving problem that the company will encounter in future.