Role of Cultural Intelligence and Customer Involvement on Behavioral Loyalty Toward Manufactured Products in Nigeria

Keywords: cultural intelligence, customer involvement, behavioral loyalty

Abstract

Evidence from the literature reveals that customer loyalty research is growing and is becoming more widely integrated into related disciplines. This study evaluates the role of sales representatives’ cultural intelligence (CI) in the behavioral loyalty (BL) of customers of SMEs in Nigeria, through the mechanism of customer involvement (CuI). Two sets of questionnaires were administered directly to the sales representatives, and indirectly to the customers, via the sales representatives. Three hundred and fifty copies of the sales representatives’ questionnaire were administered, based on the population of 65 manufacturing SMEs and an average of 5.4 copies per SME, while 384 copies of the customers’ questionnaire were sent to the unknown pool of customers. Data were col- lected from the two sets of respondents, which were analyzed through a variance-based structural equation modeling using Smart-PLS software. The results reveal a positive and significant relationship between cultural intelligence and behavioral loyalty, while the in- direct relationship reveals customer involvement does strongly mediate the relationship between the antecedent and the outcome. The findings imply that behavioral loyalty is engendered when sales representatives possess high cultural intelligence, and customers are strategically involved through consultations and product co-creation.

Author Biographies

Linus Jonathan Vem, University of Jos

Vem, Linus Jonathan, is an Associate Professor at the University of Jos. He earned his PhD in 2016 in management in the area of human resource management from Putra Business School, Universiti Putra Malaysia. He is currently the Acting Head of the Department of Business Administration at the University of Jos, Nigeria. His Research Interest is in the area of HRM, and his publications have appeared in the following Peer review journals, namely: African Educational Review, International Journal of Manpower, Management Research Review, International Journal of Educational Management, and Journal of Educational Administration, and are currently being reviewed in the Journal of Organizational Psychology.

Patrick Ojei Eshue, Nigerian Flour Mills LTD

Eshue, Patrick Ojie, is currently the Area Sales Manager for the North East region of Nigeria for Niger Mills Company Limited, and Flour Mills of Nigeria Plc. He is a PhD researcher in Management, University of Jos Nigeria. He is a Chartered marketer and member of National Institute of marketing of Nigeria (NIMN). His publication has appeared in Journal of Research of emerging market.

Thurasamy Ramayah, Universiti Sains Malaysia

Ramayah, Thurasamy, is a Professor of Technology Management at the School of Management, Universiti Sains Malaysia, He earned his Master Degree and PhD in the same University. His publications, have appeared in Information & Management, International Journal of Operations & Production Management, Tourism Management, Journal of Travel Research, Computers & Education, International Jour- nal of Contemporary Hospitality Management, Journal of Environmental Management, Technovation, Journal of Cleaner Production, Business Strategy and the Environment, Corporate Social Responsibility and Environmental Management, Technological Forecasting and Social Change, Journal of Business Ethics, Internet Research, Computers in Human Behavior, Information Systems, Resources, Conservation and Recycling, International Journal of Information Management, Safety Science, International Journal of Production Economics and Telematics and Informatics among others.

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Published
2024-05-02
How to Cite
Jonathan Vem, L., Ojei Eshue, P., & Ramayah, T. (2024). Role of Cultural Intelligence and Customer Involvement on Behavioral Loyalty Toward Manufactured Products in Nigeria. Gadjah Mada International Journal of Business, 26(2), 141-164. Retrieved from https://journal.ugm.ac.id/v3/gamaijb/article/view/14785
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Articles