CUSTOMER-CENTERED STRATEGY AND PERFORMANCE OF IDAH POLY MULTI-PURPOSE COOPERATIVE SOCIETY, IDAH, KOGI STATE

Abstract

This study examined the relationship between Customer-Centered Strategy and Performance of Idah Poly Multi-purpose Cooperative Society, Kogi State. The study’s specific objective was to examine the relationship between customer driven strategy and customer retention, in the Cooperative Society. The study was anchored on the Resource Based View Theory (RBV). To achieve the objective of the study, a survey research design was employed. The population of the study was the Management, staff of the Cooperative
Society and member/customers. The population is 8 members of the management staff and 10 accounting employees and 476 members-customers. Complete enumeration (18 population size) was adopted for the management staff and employees but a sample size of 203. Therefore, a sample size of 221 was statistically drawn for all the respondents. Primary data was used for the study and was collected through self-administered copies of questionnaire. The data collected was analysed with the aid of descriptive and parametric statistical tools. The parametric instrument used to test the study’s hypothesis was simple linear regression. The study found a significant positive relationship between customer driven strategy and customer retention (r=0.8905, P-value < 0.05). Hence, the study concludes that Customer-centered Strategy will improve the performance of the Cooperative Society, if properly implemented in the firm’s strategic horizon. Sequel to the findings, the study recommends that the cooperative society should create a good amount of responsiveness strategy for any possible future change in service design so that introduction of new service and derivatives of existing ones can conveniently be made to match customers’ tastes in terms of service varieties.