OSAYANDE Osahenrunmwen
&
OSEYOMON Ehi Patrick
Department of Marketing,
Faculty of Management Sciences,
University of Benin, Edo State, Nigeria
Corresponding author: osahen.osayande@yahoo.com
Abstract
The study examined the sustainability and business performance (measured by customer satisfaction) of Big Joe Water. The dimensions of sustainability adopted for the study are environmental sustainability, social sustainability and economic sustainability. The specific objectives are to ascertain the relationship between the environmental sustainability activities of Big Joe Water and its business performance, determine the effect of the social sustainability initiatives of Big Joe Water on its business performance, and examine the impact of economic sustainability practices of Big Joe Water on its business performance. The study found that a positive and significant relationships exist between customer satisfaction and social and economic dimensions of sustainability. However, the relationship between environmental sustainability and the business performance of Big Joe Water is not statistically significant. It is recommended that Big Joe Water focuses on improving the communication and visibility of its environmental sustainability initiatives. Customers may not be fully aware of the company’s efforts in this dimension, leading to a lack of impact on satisfaction. Implementing clear and transparent communication strategies, such as eco-friendly labels on products, informative signage, or digital platforms, can effectively convey the company’s commitment to environmental sustainability and potentially enhance customer satisfaction.
Keywords: Business Performance, Customer Satisfaction, Organisation, Sustainability, Water
