Keywords
Service Marketing
Structural Equation Modeling
South-South Nigeria
Organizational Performance
Emerging Markets.
Article Number
054Abstract
This study investigated the mediating role of logistics management in driving service marketing performance within South-South Nigeria. Operating in an increasingly volatile socio-economic environment, public and private service institutions face severe challenges in translating marketing strategies into tangible organizational outcomes. A cross-sectional survey design was adopted to gather empirical data from 384 administrative and marketing managers across selected service firms, including healthcare facilities, hospitality establishments, and transport enterprises within the region. Data collection was executed using a structured, closed-ended questionnaire structured on a 5-point Likert scale. Hypotheses were tested using Structural Equation Modeling (SEM). The primary findings revealed that while core service marketing strategies (pricing, positioning, and promotion) exerted a positive influence on organizational performance, this relationship was substantially magnified when mediated by robust logistics management capabilities (physical distribution efficiency, inventory accuracy, and infrastructural reliability). Specifically, the indirect effect through logistics optimization accounted for a significant portion of total variance in customer retention and service differentiation. It was concluded that service marketing initiatives remain structurally handicapped in emerging markets unless supported by backend operational and supply chain competence. The study recommends that service administrators prioritize digital integration within facility and inventory tracking systems to minimize service delivery failures and secure long-term market sustainability.References
Abua, N. E. (2024). Strategic marketing frameworks in public sector management. Ivory & Finch Publishers.
Achumba, I. C. (2018). Strategic marketing management in emerging economies. Mac-Graw Hill.
Agbonifoh, B. A., Ogwo, E. O., & Nnolim, D. A. (2007). Marketing in Nigeria: Concepts, principles and decisions. Afritowers Limited.
Akpan, P. L. (2021). Infrastructure deficiencies and service sector growth in the Niger Delta region. Journal of African Economic Research, 14(2), 112–129.
Amadi, C. O. (2019). Operational risk management within regional service organizations. West African Journal of Business Operations, 8(4), 45–61.
Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411–423.
Asika, N. (2004). Research methodology in the behavioural sciences. Longman Nigeria.
Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74–94.
Barney, J. B. (1991). Firm resources and sustained competitive advantage. Journal of Management, 17(1), 99–120.
Bitner, M. J. (1992). Servicescapes: The impact of physical surroundings on customers and employees. Journal of Marketing, 56(2), 57–71.
Browne, M. W., & Cudeck, R. (1993). Alternative ways of assessing model fit. Sociological Methods & Research, 21(2), 230–258.
Christopher, M. (2016). Logistics & supply chain management (5th ed.). Pearson Education.
Cochran, W. G. (1977). Sampling techniques (3rd ed.). John Wiley & Sons.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50.
Gronroos, C. (1984). A service quality model and its marketing implications. European Journal of Marketing, 18(4), 36–44.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis (7th ed.). Pearson Prentice Hall.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM) (2nd ed.). SAGE Publications.
Hu, L. T., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling, 6(1), 1–55.
Idoko, E. C. (2020). Serviceization of public institutions: Challenges and pathways in sub-Saharan Africa. African Journal of Administrative Studies, 33(1), 89–104.
Innis, D. E., & La Londe, B. J. (1994). Customer service: The link between marketing and logistics. Journal of Business Logistics, 15(1), 1–28.
Joreskog, K. G., & Sorbom, D. (1993). LISREL 8: Structural equation modeling with the SIMPLIS command language. Scientific Software International.
Kline, R. B. (2015). Principles and practice of structural equation modeling (4th ed.). Guilford Press.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
Lovelock, C., & Wirtz, J. (2011). Services marketing: People, technology, strategy (7th ed.). Prentice Hall.
Mentzer, J. T., DeWitt, W., Keebler, J. S., Min, S., Nix, N. W., Smith, C. D., & Zacharia, Z. G. (2001). Defining supply chain management. Journal of Business Logistics, 22(2), 1–25.
Mentzer, J. T., Flint, D. J., & Kent, J. L. (1999). Developing a logistics service quality scale. Journal of Business Logistics, 20(1), 9–32.
Nnamdi, S. O. (2022). Sub-national supply chains and constraints within the Nigerian transport corridor. Journal of Transport Geography (Africa Edition), 11(3), 201–218.
Nwachukwu, C. C. (2015). Management: Theory and practice. African First Publishers.
Nwokoye, N. G. (2000). Modern marketing for Nigeria. Macmillan Press.
Oliver, R. L. (1997). Satisfaction: A behavioral perspective on the consumer. McGraw-Hill.
Onah, J. O. (2012). Foundations of marketing communication. Magnet Business Books.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(4), 41–50.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12–40.
Podsakoff, P. M., MacKenzie, S. B., Lee, J. Y., & Podsakoff, N. P. (2003). Common method biases in behavioral research: A critical review of the literature and recommended remedies. Journal of Applied Psychology, 88(5), 879–903.
Preacher, K. J., & Hayes, A. F. (2008). Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediator models. Behavior Research Methods, 40(3), 879–891.
Rust, R. T., Zeithaml, V. A., & Lemon, K. N. (2000). Driving customer equity: How customer lifetime value is reshaping corporate strategy. The Free Press.
Schermelleh-Engel, K., Moosbrugger, H., & Müller, H. (2003). Evaluating the fit of structural equation models: Tests of significance and descriptive goodness-of-fit measures. Methods of Psychological Research Online, 8(2), 23–74.
Shostack, G. L. (1977). Breaking free from product marketing. Journal of Marketing, 41(2), 73–80.
Stock, J. R., & Lambert, D. M. (2001). Strategic logistics management (4th ed.). McGraw-Hill.
Ugboma, C., Ugboma, O., & Ogwude, I. C. (2004). An analytical assessment of service quality in Nigerian ports. Maritime Policy & Management, 31(4), 311–325.
Vargo, S. L., & Lusch, R. F. (2004). Evolving to a new dominant logic for marketing. Journal of Marketing, 68(1), 1–17.
Vargo, S. L., & Lusch, R. F. (2008). Service-dominant logic: Continuing the evolution. Journal of the Academy of Marketing Science, 36(1), 1–10.
Zeithaml, V. A., Parasuraman, A., & Berry, L. L. (1985). Problems and strategies in services marketing. Journal of Marketing, 49(2), 33–46.
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2018). Services marketing: Integrating customer focus across the firm (7th ed.). McGraw-Hill Education.
Zhao, X., Lynch, J. G., & Chen, Q. (2010). Reconsidering Baron and Kenny: Myths and truths about mediation analysis. Journal of Consumer Research, 37(2), 197–206.
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Copyright (c) 2026 NTAMU E. ABUA (PhD), MICHAEL NWAFOR E. (PhD), AJAYI ONI EKUNDAYO (PhD) (Author)