REVERSE LOGISTICS ADOPTION AND MARKETING PERFORMANCE OF TABLE WATER FIRMS IN PORT HARCOURT

Abstract

This paper empirically examined the relationship between Reverse Logistics Adoption and Marketing Performance of Bottled Water Firms in Port Harcourt. Specifically, the objectives of this paper were to determine how material recycling and waste reduction relates with customer retention and market share growth of bottled water firms in Port Harcourt. The research design adopted was the correlational research design and the population of the study comprised of thirty-three (33) bottled water firms in Port Harcourt. This study adopted the census approach in which 4 managers were selected from each of the bottled water firms in Port Harcourt, making a total of one hundred and thirty-two (132) respondents. However, only 109 managers properly filled and returned their questionnaires. The questionnaire was designed in a 5-point Likert scale of strongly agree to strongly disagree. For the data analysis, Pearson Product Moment Correlation (PPMC) was used to test the first four null hypotheses developed for this study and for the fifth hypothesis, a Moderated Regression Analysis (MRA) was employed. From the results of the analyses, it was revealed that the divisions of reverse logistics adoption which include material recycling and waste reduction positively and significantly relate with customer retention and market share growth (measures of marketing performance). More so, findings revealed that firm size significantly moderates the relationship between reverse logistics adoption and marketing performance of bottled water firms in Port Harcourt. Based on these findings, it was concluded that reverse logistics is not merely a cost-saving or compliance tool but a powerful marketing lever for bottled water firms aiming for sustainable growth and long-term consumer engagement in an increasingly eco-conscious market. Therefore, the study recommended amongst others that bottled water firms in Port Harcourt should develop and implement efficient material recycling systems to enhance customer retention and support long-term sustainability goals.