Business-To-Business Model and Organizational Performance: The Role of Commitment-Trust, Value-Creation and Loyalty Relationships

Abstract

This paper assessed business-to-business model and organizational performance of consumer goods companies in Nigeria. The study was anchored on the Business Action paradigm and the survey design was employed. Questionnaire was administered to two hundred and twelve employees of some selected consumer goods companies publicly quoted on the Nigerian Stock Exchange. The empirical model was based on business to business dimensions of commitment-trust, value-creation and loyalty and performance measures – annual sales growth and customers’ retention. Using descriptive (simple percentage mean, and standard deviation) and inferential (multivariate regression) statistical techniques, findings indicated that models of commitment-trust, valuecreation and loyalty significantly affect the performance measures of organization. Given the empirical result, we recommend that consumer goods companies should enhance business-tobusiness relationships, particularly in areas of commitment-trust, value-creation and loyalty in order to enhance organizational performance. In fact, consumer goods companies should explore alternative business-to-business channels capable of enhancing data security, privacy and cybercrimes to further enhance annual sales growth and customers’ retention.