Moderating Role of Technology on Marketing Channel Strategies and Organizational Performance of Quoted Brewery Companies in South-South, Nigeria
Vol. 5 Issue 2
This study investigated the moderating role of technology on the relationship between marketing channel strategies and organizational performance in the context of quoted brewery companies in the South-South region of Nigeria. The population of the study was the fourteen (14) quoted brewery firms, this population was fully studied. However, forty-two managers to whom questionnaire were administered formed the respondents of the study. The study employed primary data; questionnaire was administered, and the retrieved questionnaire was analysed with both descriptive and inferential statistics. The Pearson product moment correlation was used with the aid of the statistical package for social sciences (SPSS) version, 22.0. The findings of the study are that technology positively and significantly moderate the relationship between marketing channel strategies and organizational performance. Thus, technology moderates marketing channel strategies and performance of brewery companies in south south, Nigeria. the study, therefore, recommends that, the quoted brewery companies in the south south, should adopt emergent technologies in the industry, this will drive marketing channel activities and bring about the firm’s performance.
