Customer Centricity and Firm Operational Performance: A Study of Fast Moving Consumer Goods’ Firms in Ogun State, Nigeria.

Abstract

This study examines customers centricity and firm operational performance in Fast Moving Consumer Goods (FMCGs) in Ogun State, Nigeria. The study is premised on three customer-centric elements or dimensions: customer integration, internal integration, and external integration. A descriptive survey research design was employed in the study, using the maximum variance sampling technique. A structured questionnaire was administered on customers of selected FMCGs in Ogun State, Nigeria. Employing the Ordinary Least Squares (O.L.S) technique, the results revealed that customers' centricity significantly affects the operational performance of FMCGs in Nigeria. The findings also reveal that external integration and customers' integration are the most significant dimensions of customers' centricity. It is recommended that organisations should pay more attention to their customers' integration and external integration since these two dimensions are the most significant customers' centricity dimensions explaining FMCGs operational performance in Nigeria.