SUPPLY CHAIN INTEGRATION AND MARKETING PERFORMANCE OF OIL SERVICING FIRMS IN NIGERIA

Abstract

The impact of the COVID-19 global pandemic continues to evolve in different sectors of the Nigerian economy with pervasive consequences. Global trends have become unpredictable hence, firms have to adapt and coordinate the integration of businesses, technologies, people, and processes within and outside their organizations to achieve their goals and objectives (Ozili 2020; Hussain & Mohammad 2010).The chains of supply in the oil and gas sector involve an assorted host of relationships encompassing different organizations operating across its up, mid and downs streams (Ekakite-Emonena & Ehimem 2016). And the sector’s supply chain reflects this trio, with some organizations responsible for exploration (upstream), others involved in transportation; moving crude oil through tankers and pipelines from the upstream (manufacturers) to refineries for processing into consumable products and to export depots for further distribution and sales (midstream), and others involved in distribution and marketing of the final products (downstream) across a sequence of petrol stations and convenience stores (Alaba & Agbalajobi 2014; Raut, Narkhede & Gardas 2017; Gardas, Raut & Narkhede 2019).Oil servicing firms  carry out engineering, technical and construction obligations, ranging from mechanical, electrical, carpentry and other supply services for firms in the up, down and mid streams in the oil and gas industry (Sanyaolu 2018).Therefore, the integration of their operations could facilitate supply chain sustainability and marketing performance (Abba, Norhayati, Salisu, Uba, Saif, Ali & Rajeh 2019).