INTERPERSONAL JUSTICE AND CUSTOMER BEHAVIOUR OF BEVERAGE MANUFACTURING FIRMS IN PORT HARCOURT, NIGERIA
OGONU, Chituru Gibson
Department of Marketing, Faculty of Management Sciences, Rivers State University,
Port Harcourt, Nigeria
gibsonogonu@gmail.com
and
HAMILTON-IBAMA, Edith-Onajite Lolia
Department of Marketing, Faculty of Management Sciences, Rivers State University,
Port Harcourt, Nigeria
ABSTRACT
This study examined the relationship between interpersonal justice and customer behaviour of beverage firms in Port Harcourt. The study adopted a cross-sectional survey in its investigation of the variables. Primary data was generated through self- administered questionnaire. The population of this study consists of seventeen (17) registered beverages firms in Port Harcourt. However, four (4) marketing managers, five (5) Advertisement managers and two (2) senior and junior manager were drawn from each of these firms to serve as the test units. A total of Two hundred and Twenty-one (221) respondents participated in the study. The reliability of the instrument was achieved by the use of the Cronbach Alpha coefficient with all the items scoring above 0.70. The hypotheses were tested using the Spearman’s Rank Order Correlation Coefficient with the aid of Statistical Package for Social Sciences version 22.0. The tests were carried out at a 95% confidence interval and a 0.05 level of significance. The result indicated that there is a significant relationship between interpersonal justice and customer behaviour of beverage firms in Port Harcourt. The study concluded that there is a relationship between interpersonal justice and customer behaviour and therefore recommends that management should put in place easily accessible avenues through which customer can voice their complaints, like using customer care centres, suggestion boxes and 24 hour automated services regarding frequently asked questions instead of leaving subscribers to complain privately to their social groups.
Keywords: Interpersonal Justice, Customer Behaviour, Repeat Purchase, Word of Mouth