Effects of Knowledge Investment on Marketing Performance of Airline Operators in Nigeria

International Journal of Business Society, Vol. 4, Issue 5
Obabuike Ikeni NkpurukweEmmanuel A. AmangalaDr. Andy Fred Wali
Knowledge InvestmentInnovative CompetenceComputerized InformationProfitability
PDFRegular IssueDOI: 10.30566/ijo-bs/2020.20
4Volume
5Issue

Abstract

Purpose:This research aimed to empirically investigate the relationship between knowledge investment and marketing performance of airlines in Nigeria. Design/Method/Approach:The study applied a cross-sectional survey design in a structured questionnaire to collect data from accessible 50 personnel of designated positions of 5 domestic airlines in the Port Harcourt International Airport. Rank Correlation Coefficient of Spearman was employed with the help of SPSS version 21.0, to test the study hypotheses statistically. Findings:Results specifically revealed that Innovative Competence and computerize information has a positive and significant influence on profitability, respectively. In conclusion, the study, therefore, offers a clear understanding of the strategic importance of innovative Competence and computerized information for improving the profitability of domestic airlines. Research Limitations:These study samples were limited to domestic airlines, attempt to extend this study to international airline operators might unravel new findings to advance knowledge in this field. Practical Implication:Hence, the research recommends for domestic airline operators to focus on knowledge investments, specifically innovative Competence and computerized information to achieve marketing performance.

References

[1]

Ambler, T. (2003). Marketing and the bottom line. London: Prentice-Hall.

[2]

Ateke, B.W. & Iruka, C.H. (2015). Investigating the relationship between customer involvement management and marketing perfor mance in the manufacturing industry. International Journal of Research in Business Studies and Management, 2(9), 22-34.

[3]

Ateke, B.W. & Kalu, S.E. (2016). Collaborative marketing and business wellness of global system of mobile communication (GSM) service providers in Nigeria. International Journal of Marketing and Communication Studies, 1(1), 14-26.

[4]

Ajiboye, Y., Aromolaran, A., Ayo deji, A., & Okorafor, U. (2014). Human Empowerment through Skills Acquisition: Issues, Impacts and Consequences - A Non-Parametric View. Journal of Poverty, Investment and Development, 5, 94-101.

[5]

Blackler, F. (2002). Knowledge, work, and organization: An overview and interpretation; in Choo & Bontis (Eds). The Strategic Management of Intellectual Capital and Organizational Knowledge, New York: Oxford University Press, 85-101.

[6]

Boisot, M. (2002). The creation and sharing of knowledge. New York: Oxford University Press, 65-77.

[7]

Buzzell, R.D., Gale, B.T., & Sultan, R.G.M. (2005). Market share: A key to profitability. Harvard Business Review, 53, 97-106.

[8]

Chendall, R.H. & Langfield-Smith, K. (2007). Multiple perspectives of performance measures. European Management Journal, 25(4), 266-282.

[9]

Federal Airport Authority of Nigeria (2018). Annual Report, Abuja Nigeria.

[10]

Filaniiii, M. I. & Ikporukpo, C. O. (2017). Transport Co-ordination in Nigeria: Trend and Issues. The Nigerian Geographical Journal, 3(4), 53-65.

[11]

Grant, R. (2002). The knowledge-based view of the firm. European Management Journal, 21(1), 1-10.

[12]

Mathews, J. (2003). Competitive dynamics and economic learning: An extended resource-based view. Industrial and Corporate Change, 12(1), 115-145).

[13]

Mills, A. & Smith, N. (2018). Knowledge management and organizational performance: A decomposed view. Journal Of Knowledge Management, 15(1),156-171.

[14]

National Bureau of Statistics (2005). The Nigerian Statistical Facts sheet on Economic and Social Development. NBS Abuja.

[15]

Nnodim, O. (2010). Nigeria's Aviation Industry Records Growth in Passenger Figures.

[16]

Nwokoro, M. (2015). President Obasanjo's purposeful development in the aviation sector. Air Transport Update, 2(3), 34-58.

[17]

Olalerin E. A. (2009). Optimism on Traffic Growth,Expansion Aviation And Allied Business Update Nigeria. Journal of Aviation Development, 2(4), 107-121.

[18]

O'Sullivan, D., & Abela, A.V. (2007). Marketing performance measurement ability and firm performance. Journal of Marketing, 71(2), 79-93.

[19]

Phillips Consulting (2018). The 2018 Domestic Aviation Industry Customer Satisfaction Survey Report.

[20]

Rust, R., Ambler, T., Carpenter, G. S., Kumar, V., & Srivastava, R.K. (2004). Measuring marketing productivity: Current knowledge and future directions. Journal of Marketing, 68(4), 76-89.

[21]

Terblanche, N.S., Gerber, C., Erasmus, P., & Schmidt, D. (2013). A marketing perspective on the impact of financial and non-financial measures on shareholder value. SAJEMS, 16(2), 216-230.

[22]

Inbaya, H. & Palaniappan, S. (2020). Development of Knowledge Management Systems for Libyan Institutes of Higher Learning. International Journal of Business Society, 4 (3), 44-49.

Article Information

Article Details
Volume & IssueVol. 4, Iss. 5
Publication DateJun 30, 2020
Authors
Obabuike Ikeni Nkpurukwe
Emmanuel A. Amangala
Dr. Andy Fred Wali
DOI
10.30566/ijo-bs/2020.20
PDF Download