Customer Journey Management Capabilities and Entrepreneurial Success of Manufacturing Firms in Rivers State

Abstract

The success of entrepreneurial ventures is increasingly linked to their ability to manage customer journeys effectively. This study investigates the relationship between customer journey management capabilities and the entrepreneurial success of manufacturing firms in Rivers State, Nigeria. The study adopted a cross sectional research design. The population of the study consists of 165 respondents from (14) Manufacturing Firms in Rivers State. The 165 respondents were determined through judgmental sampling method. The respondents comprised of top-level managers, middle-level managers, and lower-level managers because these categories of respondents make decisions and set policies that guide the operations of the organization. Data were collected through survey questionnaire and the analysis involved quantitative method using Pearson Product Moment Correlation Statistic in testing the research hypotheses. The findings revealed a significant relationship between customer journey management capabilities and entrepreneurial success of manufacturing firms in Rivers State. Hence the study concludes that customer journey management capabilities relate with entrepreneurial success of manufacturing firms in Rivers State. Therefore, the study recommended that Management should invest in customer experience design strategies that focus on uniqueness, relevance, and consistency, continuously improve customer experience design to meet and exceed customer expectations to improve innovation customer satisfaction. They should establish a systematic approach to gather, analyze, and integrate customer feedback into the innovation process and identify unmet needs, generate new product/service ideas, and improve existing offerings. They should implement robust feedback mechanisms to gather customer insights at various touchpoints and actively listen to customer feedback and respond promptly to address concerns and suggestions to improve overall customer satisfaction.