Relationship Marketing In Niger Delta's Oil Communities

Abstract

This qualitative phenomenological case study is based on the exploration and production activities of a major oil company in Nigeria, the companys experiences within its operating community, and the relationship marketing actions that the company may take in order to maintain general non-disruptive operational atmosphere in the area. Data was collected by interviewing 25 of the stakeholders within the community (Creswell, 2007) to determine their opinions on the general tension in the area as related to the communitys relationship with the major oil company. The interviewees were then asked for their opinions on possible steps that can be taken toward resolution of the problem of unrests in the area resulting from the operations of the major oil company. Specifically, in-depth semi-structured interview methodology was used (Moustakas, 1994). Each participant was asked the following three questions: What do you feel, in general, about your experience of the different unrests that have occurred between the particular major oil company and the host community in the recent past? What do you think can be done to resolve the problems that periodically lead to these unrests? Who is best suited to implement permanent solution to the problem(s)? The data collected was analyzed for themes, that is, clusters of meanings from the significant statement, sentences, or quotes, obtained from the interview transcriptions (Creswell, 2007). The researchers repeated lived experiences (Moustakas, 1994) of the problem of unrest in the area, was also relevant. Results showed that community leaders and some of the other stakeholders in the community desire a greater development of the relationship between the company and the community. They feel greater involvement of the community in the major oil companys projects undertaken for the community would help. Employment of more citizens of the community in technical areas such as engineering and geology are also desirable. In this connection, the company may consider some form of community tutoring or educational upgrade programs to bring high school students in the community up to speed in mathematics and other science subjects. Further, even though the research showed that the major oil company annually budgets substantial amount and carries out infrastructural projects for the community, the general feeling is that an increase in the level and scope would be advantageous for the companys long-term operations in the community.