Customer Value Orientation and Organizational Success of Manufacturing Firms in South-South Region of Nigeria

Abstract

The study examined the relationship between customer value orientation and the organizational success of manufacturing firms in the south-south region of Nigeria. A cross-sectional research design was adopted, and the population of the study was 380 respondents, consisting of managers and supervisors in four manufacturing companies in the south-south region of Nigeria. A questionnaire was used in data collection, and 192 copies were retrieved as useful for data analysis. The data were analyzed using the Pearson Product Moment Correlation Coefficient Statistic through the Statistical Package for Social Science (SPSS) Version 23.0. The study found a significant relationship between customer-value orientation and organizational success. Based on the above, the study concluded that customer value orientation is related to organizational success. Therefore, the study recommended that businesses should focus on and understand customer needs by conducting market research to gather insights into customer preferences. Communicate clearly and proactively with customers, keeping them informed about new products or services, promotions, or changes to policies. Involve customers by offering customization options that give customers a sense of ownership over their products or services. Engage customers in co-creation in the design and delivery of products or services in order to gain customer loyalty.