OGUNBIYI Aladi S.
Department of Management
Faculty of Management Sciences
University of Port Harcourt Choba, Port Harcourt
ONUOHA Chima B.
Department of Management
Faculty of Management Sciences
University of Port Harcourt Choba, Port Harcourt
ABSTRACT
This study investigated the relationship between supply chain integration and marketing performance and the
moderating influence of information technology capability in the relationship between supply chain integration and marketing performance. The study was conducted in fast-food industry in Rivers State. Supply chain integration was decomposed into internal, supplier, customer, information, and relationship integration, while marketing performance was proxied by market share and customer satisfaction. Eleven research hypotheses were thus formulated to guide the study. Questionnaire served as instrument for primary data collection. 280 management staff of 10 fast-food firms participated in the study. The psychometric integrity of the instrument and trustworthiness of qualitative data were established. The study employed partial least square – structural equation modelling to evaluate the measurement and structural aspects of the model, with the help of SPSS and SmartPLS 3.2.6. All aspects of supply chain integration were found to have positive significant correlation with indicators of marketing performance. The study also found that information technology capability enhances the relationship between supply chain integration and marketing performance. Thus, the study concludes that supply chain integration relates to marketing performance of fast-food firms in Rivers State, and that information technology capability strengthen the relationship between supply chain integration and marketing performance. The study recommends that fast-food firms in Rivers State that seek improved
marketing performance in terms of market share and customer satisfaction should leverage supply chain integration in the form of internal integration, supplier integration, customer integration, information integration and relationship integration.
Keywords: Customer integration, customer satisfaction, information integration, internal integration, marketing
performance, market share, relationship integration, supply chain integration