SMEs in Nigeria and the use of Relationship Marketing Strategy. A Survey Study of Igbo SMEs in Nigeria

§ Delta State University Delta State University

Send Message

To: Author

SMEs in Nigeria and the use of Relationship Marketing Strategy. A Survey Study of Igbo SMEs in Nigeria

Article Fingerprint

ReserarchID

MBRQ0X87

SMEs in Nigeria and the use of Relationship Marketing Strategy. A Survey Study of Igbo SMEs in Nigeria Banner

Key Research Insights

Synthesized scholarly intelligence & interactive research assistant
  • English
  • Afrikaans
  • Albanian
  • Amharic
  • Arabic
  • Armenian
  • Azerbaijani
  • Basque
  • Belarusian
  • Bengali
  • Bosnian
  • Bulgarian
  • Catalan
  • Cebuano
  • Chichewa
  • Chinese (Simplified)
  • Chinese (Traditional)
  • Corsican
  • Croatian
  • Czech
  • Danish
  • Dutch
  • Esperanto
  • Estonian
  • Filipino
  • Finnish
  • French
  • Frisian
  • Galician
  • Georgian
  • German
  • Greek
  • Gujarati
  • Haitian Creole
  • Hausa
  • Hawaiian
  • Hebrew
  • Hindi
  • Hmong
  • Hungarian
  • Icelandic
  • Igbo
  • Indonesian
  • Irish
  • Italian
  • Japanese
  • Javanese
  • Kannada
  • Kazakh
  • Khmer
  • Korean
  • Kurdish (Kurmanji)
  • Kyrgyz
  • Lao
  • Latin
  • Latvian
  • Lithuanian
  • Luxembourgish
  • Macedonian
  • Malagasy
  • Malay
  • Malayalam
  • Maltese
  • Maori
  • Marathi
  • Mongolian
  • Myanmar (Burmese)
  • Nepali
  • Norwegian
  • Pashto
  • Persian
  • Polish
  • Portuguese
  • Punjabi
  • Romanian
  • Russian
  • Samoan
  • Scots Gaelic
  • Serbian
  • Sesotho
  • Shona
  • Sindhi
  • Sinhala
  • Slovak
  • Slovenian
  • Somali
  • Spanish
  • Sundanese
  • Swahili
  • Swedish
  • Tajik
  • Tamil
  • Telugu
  • Thai
  • Turkish
  • Ukrainian
  • Urdu
  • Uzbek
  • Vietnamese
  • Welsh
  • Xhosa
  • Yiddish
  • Yoruba
  • Zulu
Reading Preferences
Font Size
Line Spacing
Background
This converted HTML version may contain rendering inconsistencies. Please refer to the PDF for the authoritative version, or click here to provide feedback.

Abstract

This paper contains the general introduction to our study. The research is expected to discuss the background of study which highlights what marketing and relationship marketing is, and its emergence as a strategy by Igbo SMEs in Nigeria. The research will go further to discuss our statement of problems, the research questions, research hypotheses, objectives of the study, significance and scope of the study, and the foreseeable limitations of the study. The significance and research questions form the basis of the hypotheses formulated. It also reviewed both emperical and theoretical literature, discussed the findings and made relevant recommendations that will assist the Igbo SMES in adopting relationship Marketing in Nigeria.

References

99 Cites in Article
  1. 1. Bello Osamuyi Aghasomwan,Helen Ehi. Eweka (1994). Reintegration experiences of human trafficking returnees in Benin City, Edo State, Nigeria. International Journal of Economics and Business Management, 1(2), 352-366.
  2. 2. B Agbonifoh (1982). Operationalising the Societal Marketing Concept in Developing Economies. A Rationale and a Guide. AMANA. A Journal of Society, Culture and Environment, 20(4), 57-107.
  3. 3. B Agbonifoh,O Ogwo,D Nnolim (1998). Marketing in Nigeria: Concept, Principles and Decisions. Marketing in Nigeria: Concept, Principles and Decisions, 93
  4. 4. G Ajayi (1997). Entrepreneurship and Small Scale Business in Nigeria. the CABS National Conference
  5. 5. Akerele Adebayo (1978). The Marketing Concept: An American Historical Perspective. Creative Management, 1(11), 31-36.
  6. 6. Akio Morita (1986). Made in Japan. Made in Japan, 1, 8.
  7. 7. Tijani Alawe (2004). Entrepreneurship Process and Small Business Management. Ramo Prints Production. 7 Adeniji Street Igbala Sango Otta, 41-47.
  8. 8. (1985). Board Approves New Marketing Definition. Marketing News
  9. 9. (1990). American Marketing Association (AMA). The AMA Committee of Definitions
  10. 10. (2004). Principles of Marketing, The European Edition, Philip Kotler, Gary Armstrong, John Saunders, Veronica Wong Prentice Hall, ISBN 0-13-165903-0, 1996. Décisions Marketing, N° 8(2), 103e-105e.
  11. 11. E Anderson,Mittal (2000). Strengthening the Satisfaction Profit Chain. Journal of Service Research, 3(2), 107-120.
  12. 12. J Anderson,R Fornel,T Rust R (1997). Customer Satisfaction Productivity and Profitability. Differences between goods and services marketing science, 16(2), 129-145.
  13. 13. J Anderson,H Hakansson,Johnson (1994). Dyadic Business Relationships within a Business Network Context. Journal of Marketing, 1-15.
  14. 14. Onyekachi Chukwu,Ayobami Adeagbo,Chisom Umeh,Blessing Ojomah,Ogheneochuko Ohwokevwo (1991). Effects of pre-sowing treatments on germination of Jatropha curcas L. seeds. Tropical Plant Research, 7(3), 645-649.
  15. 15. Samson Ehada,Kevin Linus,Kester Danjuma Enebi (1999). Impact of corporate voluntary reporting on performance of non-financial firms in Nigeria. International journal of economics and business management, 1(1), 271-287.
  16. 16. D Ayozie (1999). A Handbook on Small Scale Business for National Diploma Students. A Handbook on Small Scale Business for National Diploma Students
  17. 17. Daniel (2004). The Role of SMEs in the Development of Nigeria. The Role of SMEs in the Development of Nigeria
  18. 18. H C Basksdale (1982). A cross National Survey of Consumer Attitudes Towards Marketing Practices Columbia formal of World Business. A cross National Survey of Consumer Attitudes Towards Marketing Practices Columbia formal of World Business, 71-86.
  19. 19. Fuat Kara,Dracos Vassalos (1982). Hydrodynamics/Hydroelastic Analysis of Bodies In The Time Domain. FAST 2001, 231-250.
  20. 20. Michael Baker (1979). Evolution of the Marketing Concept. Marketing Theory and Practice, 1-9.
  21. 21. Michael Baker (1992). Marketing and Corporate Strategy. Marketing Strategy and Management, 44-66.
  22. 22. Boyd & Co (1977). Marketing Research Text and Illinois. Marketing Research Text and Illinois, 34.
  23. 23. E Branssington,Pettitt S (1997). The. The
  24. 24. Brodie (1997). Towards a Paradigm Shift in Marketing. An Examination of Current of Marketing Practices. Journal of Marketing Management, 13(5), 88.
  25. 25. M Bruhn (2003). Relationship Marketing Management of Customer Relationship. Relationship Marketing Management of Customer Relationship
  26. 26. Tee Downes (2003). Market motivators: The special worlds of packaging and marketing by Eric Corner and Frank Paine. Published Sept. 2002 by the chartered institute of marketing (CIM), CIM holding ltd, Cookham, Maidenhead, Berks SL6 9QH ISBN 0902 130 82X, price UK £26.99, USA $45. Packaging Technology and Science, 16(2), 87-88.
  27. 27. P Cherington (1920). The Elements of Marketing. The Elements of Marketing
  28. 28. M Chismall P (1973). Marketing Research, Analysis and Measurement. Marketing Research, Analysis and Measurement
  29. 29. Christopher (1991). Relationship Marketing. Bringing Quality Customer Service and marketing together. Relationship Marketing. Bringing Quality Customer Service and marketing together
  30. 30. M Christopher,A Payne,Ballantyne (1990). Relationship Marketing. Bringing Quality Customers Service and Marketing Together. Relationship Marketing. Bringing Quality Customers Service and Marketing Together
  31. 31. Christopher Van Den Butte,Walter Van,W (1992). Unknown Title. The 4Ps Classification of the marketing mix revisited
  32. 32. K Cook,Emerson (1984). Exchange Networks and the Analysis of Complex Organisations Research in the Sociology of Organisations. Greenwich, 1-30.
  33. 33. W Cox (1967). PLCs as Marketing Models. Journals of Business, 40(4), 375-384.
  34. 34. Lawrence Crosby,Nancy Stephens (1987). Effects of Relationship Marketing on Satisfaction, Retention, and Prices in the Life Insurance Industry. Journal of Marketing Research, 24(4), 404.
  35. 35. Evans Crosby Lawrence,Cowles Kenneth,Deborah (1990). Relationship Quality in Services Selling. An Interpersonal Influence Perspective. Journal of Marketing, 54, 68-81.
  36. 36. Crosby Philip (1984). Quality's Free. Quality's Free
  37. 37. P Drucker (1954). The Practice of Management Harper and. The Practice of Management Harper and
  38. 38. F Dwyer,Paul Schurr,Sejo Oh (1981). Developing Buyer-Seller Relationships. Journal of Marketing, 51(2), 11-27.
  39. 39. P Ekeh (1974). Social Exchange Theory. The Two Traditions. Social Exchange Theory. The Two Traditions
  40. 40. M Ekete (2004). Records and Book Keeping in Small and Medium Scale Enterprises. Empowering Small and Medium Scale Enterprises in Nigeria
  41. 41. Waldo Emmerson Ralph (1969). Offered this advice if a man makes a better mousetrap. Offered this advice if a man makes a better mousetrap
  42. 42. E Glos R,H Baker (1972). Business, its nature and environment. Business, its nature and environment
  43. 43. I Gorden (1998). Relationship marketing. Relationship marketing
  44. 44. Griffin (1999). Customer Loyalty. Lost Customers can be returned to your fold. Small Business Insights
  45. 45. C Gronroos (1994). From Marketing Mix to Relationship Marketing. Management Decision, 32(2), 4-20.
  46. 46. C Gronroos (2000). Service Management and Marketing. A Customer Relationship Management Approach. Service Management and Marketing. A Customer Relationship Management Approach
  47. 47. Christian Gronroos (1994). From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing. Asia-Australia Marketing Journal, 2(1), 9-29.
  48. 48. Gronroos Christian (1994). Quo vadis marketing. Towards a Relationship Marketing Paradigm. Journal of Marketing Management, 10, 347-360.
  49. 49. C Gronroos (1990). Relationship Approach to Marketing Service Context. The Marketing and Organisational Behaviour Interface. Journal of Business Research, 20(1), 3-11.
  50. 50. C Gronroos (2000). Service Management and Marketing. A Customer Relationship Management Approach. Service Management and Marketing. A Customer Relationship Management Approach
  51. 51. E Gummesson (1999). Total Relationship Marketing. Rethinking Marketing Management from 4Ps to 30Rs. Marketing Management Decision, 32(2), 4-20.
  52. 52. Gummesson Evert (1998). Implementation Requires a Relationship Marketing Paradigm. 29. Journal of the Academy of Marketing Science, 26(3), 242-249.
  53. 53. Gummenson Evert (2002). Practical Value of Adequate Marketing Management Theory. European Journal of Marketing, 36(3)
  54. 54. Gummesson Evert (1993). Quality Management in Service Organisations. Quality Management in Service Organisations
  55. 55. M S Iyasere (2004). Consumer Orientation in the Bakery Industry. Consumer Orientation in the Bakery Industry
  56. 56. Jan Johanson,Lars-Gunnar Mattsson (1987). Interorganizational Relations in Industrial Systems: A Network Approach Compared with the Transaction-Cost Approach. International Studies of Management & Organization, 17(1), 34-48.
  57. 57. Michael Jones,Jaebeom Suh (2000). Transaction‐specific satisfaction and overall satisfaction: an empirical analysis. Journal of Services Marketing, 14(2), 147-159.
  58. 58. Jobber (2004). Principles and Practice of Marketing, David Jobber. McGRAW-HILL Book Company Europe, 1995, 745 pages, ISBN: 0-07707-935-3. Décisions Marketing, N° 7(1), 103c-104c.
  59. 59. Uta Jüttner,Hans Wehrli (1994). Relationship Marketing from a Value System Perspective. International Journal of Service Industry Management, 5(5), 54-73.
  60. 60. Klaus Kaas (1995). Marketing und Ethik. Unternehmungsführung, Ethik und Umwelt, 35, 126-150.
  61. 61. Kay John (1995). Foundation of Corporate Success. Foundation of Corporate Success
  62. 62. P Kilby (1971). Entrepreneurship and Economic Development. Entrepreneurship and Economic Development
  63. 63. David Kirk Patrick (1985). Industrial Structure and Policy in less Developed Countries. Industrial Structure and Policy in less Developed Countries, 129-145.
  64. 64. P Kotler,Armstrong (2003). Principles of Marketing. Principles of Marketing
  65. 65. P Kotler (1992). Philip Kotler Explores the New Marketing Paradigm. Philip Kotler Explores the New Marketing Paradigm
  66. 66. P Kotler (2004). Marketing Management. The Millennium Edition. Marketing Management. The Millennium Edition, 76-89.
  67. 67. Philip Kotler,Gary Armstrong (2005). Principles of Marketing. Principles of Marketing
  68. 68. Philip Kotler,Gary Armstrong (2004). Principles of Marketing, The European Edition, Philip Kotler, Gary Armstrong, John Saunders, Veronica Wong Prentice Hall, ISBN 0-13-165903-0, 1996. Décisions Marketing, N° 8(2), 103e-105e.
  69. 69. P Kotler (2004). Marketing Management : Analysis, Planning, Implementation and Control, Philip Kotler, Ninth International Edition, Prentice Hall, 1996, ISBN O-13-261363-8. Décisions Marketing, N° 9(3), 103g-106g.
  70. 70. T Levitt (1965). Exploit the PLC. Harvard Business Review, 43, 81-94.
  71. 71. C Levi Strauss (1969). Terminology and ‘Structure’:. Elementary Structures Reconsidered, 39-79.
  72. 72. Mccarthy Jerome,E (1976). Basic Marketing: A Managerial Approach. Basic Marketing: A Managerial Approach, 81.
  73. 73. H Mcdonald,Malcolm (1991). Marketing Plans. Marketing Plans
  74. 74. Lynn Mcgee,Rosann Spiro (1988). The marketing concept in perspective. Business Horizons, 31(3), 40-45.
  75. 75. Mckenna Regis (1991). Relationship Marketing. Relationship Marketing
  76. 76. K Moller (1994). Research in Marketing. Theoretical Notes on Traditions. Groonroos .C. Swedish School of Economics, 58, 197-218.
  77. 77. Morgan,Hunt (1994). The Commitment Trust Theory of Relationship Marketing. Journal of Marketing, 58, 20-38.
  78. 78. E Ogwo,Ogwo (1986). The Status of Marketing in Nigerian Small Business. Annual General Meeting of the Nigerian Marketing Association
  79. 79. Lisa O'malley,Caroline Tynan (1999). The Utility of the Relationship Metaphor in Consumer Markets: A Critical Evaluation. Journal of Marketing Management, 15(7), 587-602.
  80. 80. O'malley L,Tynan (1999). AMA-TV: Nonprofit Marketing Narratives, Relationship Marketing, and Future Consumers. The Emerging Future of Marketing Dublin AMA, 486-503.
  81. 81. Onah Julius,I Nwosu,Ocheoha O (2004). Empowering Small and Medium Scale Enterprises in Nigeria. Empowering Small and Medium Scale Enterprises in Nigeria, 14-40.
  82. 82. Abosede Adelusi,Dada Abraham (2001). MANUFACTURING FIRMS’ PROFItABILITY AND MANAGEMENT OF CREDIT A STUDY OF UNILEVER NIGERIA, PLC AND NIGERIA BREWERIES PLC. International Journal of Advanced Studies in Business Strategies and Management, 9(1), 50-61.
  83. 83. Palmer (1995). Relationship Marketing a Universal Paradigm or Management Fad. The Learning Organisation, 3(3), 19-26.
  84. 84. Levitt Theodore (1960). Classic Marketing Article Marketing Myopia. Journal of Business Ethics
  85. 85. Levitt Theodore (1983). The Marketing Imagination. The Marketing Imagination
  86. 86. Mattson Lar-Gunnar (1997). Relationship marketing and the markets as networks approach. Journal of Marketing Management, 13(5), 447-462.
  87. 87. Palmer Adrain (1996). Relationship Marketing -a Universal Paradigm or Management Fact. The Learning Organisation, 3(3), 19-26.
  88. 88. Palmer Adrain (1994). Principles of Service Marketing. Principles of Service Marketing
  89. 89. Palmer R (2000). Marketing Diagnostic Tools. Marketing Management, 31-43.
  90. 90. A Parasuraman,Valarie Zeithaml,Leonard Berry (1986). A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing, 49(4), 41-50.
  91. 91. S Sheth (2001). The Domain and Conceptual Foundations of Relationship Marketing. A hand Book of Relationship Marketing. The Domain and Conceptual Foundations of Relationship Marketing. A hand Book of Relationship Marketing
  92. 92. Christopher Payne Adrain,Clark Martin,Moria,Helen Peck (1995). Relationship Marketing for Competitive Advantage. Relationship Marketing for Competitive Advantage
  93. 93. Payne (1996). Relationship Marketing for Competitive Advantage. Relationship Marketing for Competitive Advantage
  94. 94. Peck Helen (1998). Relationship Strategy and Implementation. Relationship Strategy and Implementation, 100.
  95. 95. Reicheld (1990). Relationship Marketing, Strategy and Implementation. Exploiting Niche's Using Relationship Marketing Journal of Consumer Marketing, 68(5), 103.
  96. 96. J Sheth,R Sisodia (1998). Revisiting Marketing's Lawlike Generalizations. Journal of the Academy of Marketing Science, 27(1), 71-87.
  97. 97. Thibaut Kelley H (1959). The Social Psychology of Groups. The Social Psychology of Groups, 105
  98. 98. Thomas Jones,Early Sasser,; Jnr,Tynan C ; Zeithaml (1992). A review of the marriage analogy in relationship marketing. Research Method in the Social Science and Education, 13, 109.
  99. 99. V Zeithaml,M Bitner (2004). Services Marketing: Integrating Customer Focus Across the Firm. Managing Service Quality: An International Journal, 14(5), 436-437.

Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

Ethical Approval

No ethics committee approval was required for this article type.

Data Availability

Not applicable for this article.

How to Cite This Article

ayozie Daniel. 2013. "SMEs in Nigeria and the use of Relationship Marketing Strategy. A Survey Study of Igbo SMEs in Nigeria". Global Journal of Management and Business Research - E: Marketing GJMBR-E Volume 13 (GJMBR Volume 13 Issue E7).

Download Citation

Journal Specifications

Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

Keywords
Classification
GJMBR-E Classification JEL Code: M19
M30
Version of record

v1.2

Issue date
September 9, 2013

Language
English
Order Article Reprint
Experiance in AR

Explore published articles in an immersive Augmented Reality environment. Our platform converts research papers into interactive 3D books, allowing readers to view and interact with content using AR and VR compatible devices.

Read in 3D

Your published article is automatically converted into a realistic 3D book. Flip through pages and read research papers in a more engaging and interactive format.

Article Matrices
Total Views: 2.1K
Total Downloads: 165
All Trends

Request Access

Please fill out the form below to request access to this research paper. Your request will be reviewed by the editorial or author team.
X

This is the heading

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut elit tellus, luctus nec ullamcorper mattis, pulvinar dapibus leo.

High-quality academic research articles on global topics and journals.

SMEs in Nigeria and the use of Relationship Marketing Strategy. A Survey Study of Igbo SMEs in Nigeria

ayozie Daniel
ayozie Daniel Delta State University