EFFECT OF MARKETING CONCEPT APPLICATION ON ORGANIZATIONAL PERFORMANCE (A CASE STUDY OF ARSAN WATER COMPANY, IKOT EKPENE)

ABSTRACT This research was on the Effect of Marketing Concept Application on Organizational Performance, using Arsan Water Company, Ikot Ekpene, as a case study. To accomplish the research objective, the study adopted the survey research design while the Taro Yamane Formula was used to determine fifty (50) respondents as the sample size for the study. An instrument of the study was the self-developed questionnaire and the forms were personally administered. Research questions and Hypotheses were formulated to guide the study and data were analyzed using the simple percentages and chi-square ($\chi^2$) statistical tools. The study revealed that there is a significant effect of customer orientation on organizational performance; there is a significant effect of marketing research on organizational performance; there is a significant impact of customer satisfaction on organizational performance; there is a significant effect of integrated marketing on organizational performance. Based on the above findings, Organizations should strive to satisfy their consumers by creating a convenient complain opportunity for customers since most dissatisfied customers hardly complain so as to know when and how to provide better products and services, organizations should have a close relationship with their customers to enable them work on their complaints and needs in order to maintain their customers, the organization should make use of incentives such as giving cards, sending celebration wishes to their customers, all employees should be committed in seeing that the customers are satisfied, constant training and development of employees should be embarked upon by management of organizations and Managements of organization should encourage effective communication as it help to foster team work on organization.