Cross-Functional Relationship Management and Marketing Performance of Mobile Telecommunication Firms in Nigeria

This study investigated the relationship between cross-functional relationship management and marketing performance in a context specific of mobile telecommunication firms in Nigeria. The study adopted a cross-sectional survey research design, the explanatory or hypotheses testing research design was specifically employed with a correlational method of investigation. The social network theory was employed as the foundation for the study. The population of the study was the four mobile telecommunication firms in Nigeria; Globacom Nigeria limited, MTN Nigeria plc, Airtel Nigeria limited and 9mobile Nigeria limited. This population was fully studied, hence a census study. However, seven respondents were drawn from each organization; marketing director, operations director, human resource director, ICT director, the chief operating officer, finance director and corporate communications director. Thus, twenty-eight executive directors constituted the respondents of the study. The study made use of primary data, a thirty-eight items questionnaire of twenty-eight copies were distributed to the respondents. The generated data after cleansing/data editing were analyzed with both univariate and bivariate statistics with the aid of statistical package for social sciences (SPSS), version 25.0. The findings of the study revealed that cross-functional relationship management positively and significantly correlates with marketing performance. We conclude that cross-functional relationship management significantly improves marketing performance of mobile telecommunication firms in Nigeria. The study therefore recommends that mobile telecom operators in Nigeria should encourage cross-functional relationship building through cooperation and shared values. This will enhance employee commitment, customer retention and significantly improve marketing performance