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Author(s): Komene Goodnews Loanyie (Ph.D), Remi Chinedum Opurum (Ph.D).

Volume/Issue: Volume 5 , Issue 1 (2022)

Abstract:

This study was designed to examine the extent to which relationship marketing approach of the oil firms: Shell BP, Agip Oil Company, and Elf Oil Firm have reduced the trend of oil pollution crisis in Niger Delta. A descriptive survey research design was employed in this study. The study population was 37,965,391 residents drawn from the projected population of Niger Delta states; based on which a sample size of 400 respondents was determined using Taro Yamane’s sample size determination techniques at 0.5 percent level of significance. The purposive sampling procedure was employed to enable the researcher to select the representative sample elements of the population interest from the right respondents who have adequate knowledge of the study under investigation from the different strata of the study population. A structured instrument for data collection containing twenty (20) item questions was used for the study. The face and content validation of the instrument was obtained through the judgment of experts. A test-retest method was employed to determine the reliability of the instrument and the reliability index of .85 was obtained with the use of Spearman’s Rank correlation co-efficient. The data collected for the study were analyzed using the mean score test and the percentage test method to answered the research questions; while the inferential statistics of Pearson Moment Correlation test was used to test the null hypothesis at .05 level of significance. Results obtained revealed that “There is no significant relationship between the use of adaptive, responsive, interactive and reactive relationship marketing approach and the reduction in oil pollution crisis in Niger Delta”. The implication of this finding is that the oil firms’ by its relationship marketing approach was considered to lack merit of proactive improvement value to reduce the trend of oil pollution crisis, which if, not corrected with an ethical relationship based marketing consideration in a responsible manner; oil firms might experience sudden unpredicted operational interruption by the oil-bearing communities. It was recommended that oil firms should consider using more pragmatic sustainable ethical based relationship marketing approach in a responsible manner to reduce the trend of oil pollution crisis in oil-bearing communities in Niger Delta.

Keywords:

Oil Pollution Crisis, Relationship Marketing, and Oil Firms Approach.

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