Relationship integration: recipe for marketing performance in downstream petroleum sector in Nigeria

Abstract

This study investigated the nexus between relationship integration, product availability and customer satisfaction of downstream petroleum sector in Nigeria. The study population was 930, deduced from seven petroleum major oil marketing companies, with a sample size of 280 top management staff responded to the questionnaire and partial least square-structural equation modeling was used for data analysis. This study revealed that relationship integration positively and significantly relates to product availability and customer satisfaction of downstream petroleum sectors. It concluded that relationship integration is a salient factor to enhance marketing performance. This study recommended that management of petroleum major oil marketers should ensure greater interaction, cooperation and collaboration with agencies and supplier units to ensure product availability, customer satisfaction and to reduce supplier lead time.