Inventory Management and Marketing Performance. A study of fast food restaurants in Abia State, Nigeria

      Аннотация: Inventory can be cost saving when managed strategically. It can also help an organisation improve customer service which leads to customer satisfaction and better Marketing performance. This research work concentrated on inventory management and Marketing performance in fast food restaurants in Abia state. Survey method of research design was adopted and sample size of 138 was determined using topman formula. The data collected through questionnaire as well as secondary data were analysed using Ordinary Least Square regression model and the Product Moment Correlation Coefficient. The findings show that inventory cost reduction has a significant effect on marketing performance of fast food restaurants in Abia State. There is a significant positive relationship between order quantity and customer satisfaction (r = 0.565; p< 0.05). Ordering time has a significant relationship with customer satisfaction (r = 0.875; p< 0.05) and reorder level has a significant effect on marketing performance. The study recommended that fast food restaurants in Abia State should handle inventory strategically to reduce cost and ensure availability of materials to ensure customer satisfaction.

Ключевые слова: Inventory, Supply Chain Management, Marketing Performance, Customer satisfaction, Fast Food