STRATEGIC ORIENTATION AND ORGANISATIONAL HEALTH OF TELECOMMUNICATION FIRMS IN PORT HARCOURT, RIVERS STATE, RIVERS STATE

Abstract

This study examines the relationship between strategic orientation and organisational health of telecommunication firms in Port Harcourt, Rivers State, Rivers State. Correlational survey research design was adopted for this study as this study seek to determine the relationship between the two variables. The population of this study was four (4) telecommunication firms in Rivers State which are registered with Association of Telecommunications Companies of Nigeria (ATCON), Rivers State branch. This gave us a total of twelve (12) for the study. Structured questionnaire instrument title “strategic orientation and organisational health of telecommunication firms in Port Harcourt, Rivers State”. The questionnaire was developed on five-point likert scale. The result of the Cronbach's Alpha reliability test indicates .800 which is above .70 which implies that the items are reliable. Pearson product moment correlation was used to test the hypotheses using SPSS (Statistical Package Social Sciences). The study revealed that there is a significant relationship between market orientation and organisational health of telecommunication firms in Port Harcourt, Rivers State. There is a significant relationship between innovation orientation and organisational health of telecommunication firms in Port Harcourt, Rivers State. There is a significant relationship between entrepreneurial orientation and organisational health of telecommunication firms in Port Harcourt, Rivers State. In conclusion, the study establishes a significant positive correlation between strategic orientation and organisational health within telecommunication firms in Rivers State. This finding underscores the critical role of strategic direction in fostering a resilient, adaptive, and high-performing organisational environment. The study recommended that management of telecommunication firms in should deepen their market orientation strategies by continuously gathering and responding to customer feedback, monitoring competitor activities, and aligning internal processes to meet dynamic market demands, as this will enhance their overall organisational health.