GREEN SUPPLY CHAIN MANAGEMENT PRACTICES AND CUSTOMER LOYALTY: EVIDENCE FROM MAJOR OIL MARKETERS IN SOUTH-SOUTH NIGERIA
Pokubo, Innah M.
Department of Marketing
School of Business and Administrative Studies
Captain Elechi Amadi Polytechnic, Rumuola, Port Harcourt
Email: minapokubo@gmail.com
ABSTRACT
This study examined the influence of GSCM practices on customer loyalty, using green purchasing, eco-design, reverse logistics and green training as dimensions of GSCM practices. The study adopted a descriptive design. Primary data collected from thirty-six (36) managers consisting procurement, inventory, warehousing, quality control, community relations, and logistics managers from six (6) major oil marketers was used for data analysis. A structured questionnaire designed in a five-point Likert was used to collect data. The study instrument was adapted from existing scales; and was confirmed valid through the opinion of experts in supply chain management and measurement and evaluation; while its internal consistency was determined via the Cronbach’s Alpha test, with a threshold of 0.70. The multiple regression analysis served as the test statistic. The study found that GSCM practices have strong positive influence on customer loyalty. The study also found that reverse logistics had the highest beta contribution of 0.471 to customer loyalty; while green training, green purchasing and eco-designfollowed with beta contributions of 0. 460; 0. 414 and -0.327 respectively. The study concludes that GSCM practices (reverse logistics, green training, green purchasing, and eco-design) of major oil marketers in South-south Nigeria influence customer loyalty; and recommends that major oil marketers in South-south Nigeria that seek to enlist customer loyalty; or improve the level of loyalty of customers should engage in reverse logistics, green training, green purchasing and eco-design, which constitute eco-friendly market practices that have the capacity to endear them to customers and enlist their loyalty, cooperation and support.
Keyword: Customer loyalty, eco-design, green supply chain management practices, green purchasing, green purchasing training, reverse logistics
