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Original Research Article

MEDIATING ROLE OF LOGISTICS MANAGEMENT IN DRIVING SERVICE MARKETING PERFORMANCE: A REGIONAL ASSESSMENT

NTAMU E. ABUA, MICHAEL NWAFOR E., AJAYI ONI EKUNDAYO

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NTAMU E. ABUA Corresponding Author

Institute Of Health Science, Research and Administration Nigeria, Obudu, Cross River State, Nigeria

Correspondence: abuantamu83@accessbankplc.com

Received
01 Jul 2026
Published
10 Jul 2026

Abstract

This study investigated the mediating role of logistics management in driving service marketing performance within South-South Nigeria. Operating in an increasingly volatile socio-economic environment, public and private service institutions face severe challenges in translating marketing strategies into tangible organizational outcomes. A cross-sectional survey design was adopted to gather empirical data from 384 administrative and marketing managers across selected service firms, including healthcare facilities, hospitality establishments, and transport enterprises within the region. Data collection was executed using a structured, closed-ended questionnaire structured on a 5-point Likert scale. Hypotheses were tested using Structural Equation Modeling (SEM). The primary findings revealed that while core service marketing strategies (pricing, positioning, and promotion) exerted a positive influence on organizational performance, this relationship was substantially magnified when mediated by robust logistics management capabilities (physical distribution efficiency, inventory accuracy, and infrastructural reliability). Specifically, the indirect effect through logistics optimization accounted for a significant portion of total variance in customer retention and service differentiation. It was concluded that service marketing initiatives remain structurally handicapped in emerging markets unless supported by backend operational and supply chain competence. The study recommends that service administrators prioritize digital integration within facility and inventory tracking systems to minimize service delivery failures and secure long-term market sustainability.

Keywords: Logistics Management, Service Marketing, Structural Equation Modeling, South-South Nigeria, Organizational Performance, Emerging Markets.

How to Cite

APA

ABUA, N. E., E., M. N., & EKUNDAYO, A. O. (2026). MEDIATING ROLE OF LOGISTICS MANAGEMENT IN DRIVING SERVICE MARKETING PERFORMANCE: A REGIONAL ASSESSMENT. Journal of Contemporary Academic Research and Methodologies, 1(5). https://doi.org/10.5281/zenodo.21357990

MLA

ABUA, NTAMU E., MICHAEL NWAFOR E., and AJAYI ONI EKUNDAYO. "MEDIATING ROLE OF LOGISTICS MANAGEMENT IN DRIVING SERVICE MARKETING PERFORMANCE: A REGIONAL ASSESSMENT." Journal of Contemporary Academic Research and Methodologies, vol. 1, no. 5, 2026. DOI: https://doi.org/10.5281/zenodo.21357990

Chicago

ABUA, NTAMU E., MICHAEL NWAFOR E., and AJAYI ONI EKUNDAYO. "MEDIATING ROLE OF LOGISTICS MANAGEMENT IN DRIVING SERVICE MARKETING PERFORMANCE: A REGIONAL ASSESSMENT." Journal of Contemporary Academic Research and Methodologies 1, no. 5 (2026). https://doi.org/10.5281/zenodo.21357990

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ISSN 3139-7247
Tracking ID JCARM_JUL_26_006
Article No. 054
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Article Info
Journal JCARM
Volume Vol 1, No 5
Year 2026
Type Original Research Article
Licence CC BY-NC-SA 4.0
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