ENTREPRENEURIAL COMPETITIVENESS AND MARKETING PERFORMANCE OF EATERIES IN PORT HARCOURT
Keywords:Entrepreneurial Competitiveness, Talent Retention, Innovativeness, Marketing Competency, Marketing Performance, Profitability, Customer Satisfaction, Competitive Advantage.
This work aimed at determining the relationship that exists between entrepreneurial competitiveness and marketing performance of eateries in Port Harcourt. The objective of the study was to determine the relationship between entrepreneurial competitiveness and the measures of marketing performance such as profitability, customer satisfaction, and competitive advantage of eateries in Port Harcourt. The population of the study consisted of 195 managers, supervisors and unit heads from 38 eateries in Port Harcourt. Using Krejcie and Morgan table of 1970, the sample size of the study became 132 managers, supervisors and unit heads from 38 eateries in Port Harcourt. Structured questionnaire was used as the instrument for obtaining primary data after due validation. The reliability of the instrument was ascertained using Cronbach Alpha with the least coefficient up to 0.70. Out of one hundred and thirty-two (132) copies of the validated questionnaire that were administered, the researcher was able to retrieve one hundred and twenty-five (125) copies. SPSS Version 20.0 was used to run the analysis. Spearman Rank Order was used for the Bivariate analysis. The findings of the study showed that entrepreneurial competiveness has strong positive relationship with profitability of eateries in Port Harcourt; entrepreneurial competiveness has high/strong positive relationship with customer satisfaction of eateries in Port Harcourt, and that; entrepreneurial competiveness has high/strong positive relationship with competitive advantage of eateries in Port Harcourt. The study concluded that the adoption of entrepreneurial competitiveness by eateries and other businesses is capable of enhancing profitability, customer satisfaction, and competitive advantage, among other things. Amongst other things, the study recommended that managers of eateries across Port Harcourt and the entire Rivers State should be competitive in their managerial roles by retaining great talents that will enhance their market performance in terms of profitability and customer satisfaction.