Unlocking Business Sustainability: Investigating the Influence of Humanic Clues in Nigeria's Organic Agricultural Industry

Business, Entrepreneurship and Innovation Cluster, Department of Management, Covenant University, Ota, Ogun State, Nigeria

^* Corresponding author: fisayo.aremupgs@stu.cu.edu.ng

Abstract

This study examines the significance of human factors in the sustainability of indigenous agricultural enterprises in Nigeria, specifically in terms of customer experience management. The research used a mixed-method, gathering comprehensive data from both customers and workers through surveys and interviews. A structured online questionnaire was made available to 103 workers of selected local agricultural enterprises using a multi-stage sampling approach. The study utilises Structural Equation Modelling (SEM-Smart-PLS) to ascertain the significant roles of mechanical and human inputs in sustainability. The findings underscore the imperative of prioritising employee training to ensure effective customer engagement, with a focus on key aspects such as authentic greetings, pleasant demeanour, and addressing customer needs. This study provides valuable insights into the interplay between sustainability, customer experience management, and the agriculture industry, as well as practical recommendations for enhancing company operations.