HUMAN RESOURCE INTEGRATION AND MARKETING PERFORMANCE IN THE TELECOMMUNICATION INDUSTRY IN NIGERIA

Abstract

The purpose of this explanatory research is to evaluate the association between human resource integration and marketing performance in the telecommunication industry in Nigeria. This study used a structured questionnaire to elicit responses from respondents from the Telecommunication firms in Nigeria.  Returned copies of questionnaire were analyzed using both descriptive and inferential statistics. Descriptive statistics was used to determine the mean and standard deviation of the distribution, while the Spearman rank order correlation co-efficient was used to ascertain the associations between the human resource integration and the dimensions of marketing performance in the telecommunication firms in Nigeria. The results of the study reported herein, shows that human resource integration associates with marketing performance in the Nigeria Telecommunication firms. It is the recommendation of this paper that managers of Nigerian Telecommunication firms should   strengthen their practice of human resource Integration strategy as a paradigm shift from the isolated functional dependence. The study reported in this paper can be carried out in other industry; and also, in other culture to ascertain whether the same, similar or different outcomes can be achieved.