Collaboration Within a Supply Chain and Corprate Wellness of Digital Tv Firms in Rivers State

International Journal of Research and Innovation in Social Science (IJRISS) | Volume V, Issue VI, June 2021 | ISSN 2454–6186

Collaboration Within a Supply Chain and Corprate Wellness of Digital Tv Firms in Rivers State

Oladapo Taiwo¹ & Kalu, Sylva Ezema^2
1,² Department of Marketing, University of Port Harcourt

Abstract
Surviving and building an advantage in the digital T.V industry depends on how well firms are able to collaborate with other members of their complex supply chain network. This study examined the relationship between collaborative supply chain strategies such as decision synchronization and incentive alignment and Corprate wellness metric, customer patronage. A cross- sectional survey research design was adopted for this study. A population of 36 was adopted, comprising of sales representative, dealer supports and customer care representatives. 36 copies of structured questionnaire was issued out and retrieved. Analysis of the data was done through the use of descriptive tables, charts, and kendall-Tau-b correlation coefficient of the SPSS version 22.0 package. The study concluded that decision synchronization and incentive alignment significantly influence customer patronage. This study recommends that digital T.V firms should imbibe decision synchronization and incentive alignment in order to achieve increased customer patronage.

Keywords: Collaboration, Supply chain, Corporate wellness, Digital TV, Patronage

Introduction

The approval of digital switch over in Nigeria, from analogue TV to digital T.V holds a lot of benefits to viewers, citizens, associated firms, government, etc (Maduka, 2014). Digital T.V industry comprises of the upstream and downstream players. The upstream players include multiple system operators (M.S.O), content providers, set-up box producers, signal distributors, etc., while the downstream involves Local cable operators, major dealers and vendors (Maduka, 2014).
The collection of different processes, resources and institutions, needed in customer value creation forms a supply chain (Rajgopal, 2016). When two or more independent firms corporates, by planning and executing supply chain processes to achieve joint objectives, based on some predetermined rules and regulations,we refer to such a supply chain as collaborative(Cao and Zhang, 2011; Ramanathan, 2012). Softwares(ERP, Oracle E-business suite SCM, Epicor SCM) and social media applications(Whatsapp, facebook, twitter, instagram, etc) can be used to foster collabarotion among members of a supply chain (Asad, 2013).
Studies (Vanthi and Swamynathan, 2014) examined the relationship between supply chain collaboration and competitive advantage among textile supply chain partners in the Indian textile industry. The research showed that there is a positive relationship between supply chain collaboration (i.e. top management commitment, information sharing, trust among supply chain partners, risk and reward system) and competitive advantage.Other studies examined the relationship between collaborative tendencies on organizational performance, they all concluded that incentive alignment and decision synchronization have positive influence oncustomer patronage and satisfaction (Sheeth and Parvatyar, 2002; Gauray, 2008).

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