INVESTIGATION ON THE RELATIONSHIP BETWEEN INFORMATION SHARING AND MARKETING EFFECTIVENESS IN CLEARING AND FORWARDING COMPANIES IN RIVERS STATE

CHAPTER ONE

INTRODUCTION

1.1       BACKGROUND OF THE STUDY

Since firms are under pressure to provide meaningful and useful outputs, evaluating the marketing effectiveness of business processes has become a fundamental subject in both academics and industry. Applying marketing effectiveness to this goal ensures alignment with a company strategy, implying that marketing effectiveness is contingent on the efficiency with which information is shared throughout a company. Information provides a person with the necessary information to overcome challenges and take the appropriate action at the appropriate moment. In Mulauzi and Zulu (2012), Stanley (1990) proposed that information is one of the essential necessities for oxygen, water, food, and shelter, as well as for any activity to have a realistic chance of succeeding; it is based on the accessibility and admission to accurate and dependable information. Information is seen as a vital resource that contributes tremendously to the advancement of creativity in all nations across the world. Information sharing is a valuable tool for making decisions, and it also gives a sense of familiarity and a well-informed group of individuals.

One of the answers to healthy supply chains has been identified as information exchange (Whipple et al. 2002). Previous academic studies have shown the importance of information exchange in the supply chain. Sanders and Premus (2005), Knemeyer and Murphy (2005), Ellinger (2000), Lee (2001), Whipple et al. (2005), Ellinger (2000), Lee (2001), Whipple et al (2002). In general, information is necessary to assist logistics management in making a variety of choices, ranging from carrier selection to desired inventory levels to the appropriate number of warehouses (Deeter-Schmelz, 1997). The transmission of information in shipping, tracing, billing transactions, and complaint determinations are all examples of information sharing (Rhea & Shrock, 2000). There have been several scholarly investigations into information sharing. Bahtşen, Ayşegül, and Oznur (2016), for example, looked at the impact of satisfaction on company performance in Ankara, Turkey. Witell, Gustafsson, and Johnson (2014) look at the impact of consumer knowledge on new product revenues. The purpose of this research was not to look for links between information sharing and marketing effectiveness. As a result, the purpose of this study is to address a research gap by evaluating the relationship between information sharing and marketing effectiveness. 

1.2       STATEMENT OF RESEARCH PROBLEM

Ideally, there should be evidence of significant research on the marketing performance of enterprises in Rivers state. However, research on the relative benefits or suitability of marketing effectiveness employed by enterprises in the setting of a developing nation such as Nigeria has been sparse. There is rising understanding of the necessity to combine information sharing with marketing effectiveness as a result of Nigerian firms' low marketing performance. Customer satisfaction outlines the origin of any business's marketing plan since it determined general achievement seeing that customer satisfaction is anchored on the gratification a customer acquiesces in.  As a result, the purpose of this study is to address a research gap by evaluating the relationship between information sharing and marketing effectiveness in clearing and forwarding companies in rivers state.

1.3       OBJECTIVES OF THE STUDY

1.        To investigate whether a relationship exists between information sharing and marketing effectiveness

2.        To determine if one out of the two is more important or if the two must co-exist in order to be effective.

3.        To determine the effect of the relationship (if any) in clearing and forwarding companies in Rivers state.

1.4       RESEARCH QUESTIONS

1.     What is the relationship that exist between information sharing and marketing effectiveness?

2.     Does one out of the two more important or must the two co-exist in order to be effective?

3.     What is the effect of the relationship (if any) in clearing and forwarding companies in Rivers state?

1.5       SIGNIFICANCE OF THE STUDY

This study will be helpful to researchers who wish to examine the relationship or any other factor between information sharing and marketing. This study will assist in creating awareness for companies in Rivers state on the need to inculcate either of or both of the two in their dealings with customers or clients.

1.6       SCOPE OF THE STUDY

This study will only cover the relationship (if any) between information sharing and marketing and its effects on clearing and forwarding companies in Rivers state. This scope of this study is in Rivers state alone.

1.7       LIMITATIONS OF THE STUDY

The limitations faced by the researcher during the course of this study were insufficient funds and not enough time to fully delve into other factors in the research.

1.8       OPERATIONAL DEFINITION OF TERMS

INFORMATION SHARING: Information exchange or information sharing means that people or other entities pass information from one to another. This could be done electronically or through certain systems.

MARKETING: the action or business of promoting and selling products or services, including market research and advertising.

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