The Effective use of Relationship Marketing Strategy for Customer Satisfaction and Retention by Igbo SMEs in Nigeria

ayozie Daniel

Authors

ayozie Daniel

Keywords:

statement of problems, the research questions, research hypotheses, objectives of the study

Abstract

This chapter 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.

Downloads

How to Cite

The Effective use of Relationship Marketing Strategy for Customer Satisfaction and Retention by Igbo SMEs in Nigeria. (2013). Global Journal of Management and Business Research, 13(E6), 31-56. https://journalofbusiness.org/index.php/GJMBR/article/view/1008

Download Citation

References

R Achrol (1997) Changes in the Theory of Interorganizational Relations in Marketing: Toward a Network Paradigm. 25(1), 56-71.

Bello Osamuyi Aghasomwan, Helen Ehi. Eweka (1994) Reintegration experiences of human trafficking returnees in Benin City, Edo State, Nigeria. 1(2), 352-366.

B Agbonifoh (1982) Operationalising the Societal Marketing Concept in Developing Economies. A Rationale and a Guide. II(1), 57-107.

B Agbonifoh, O Ogwo, D Nnolim (1998) Ojukwu, Sir Odumegwu, (1909-13 Sept. 1966), Chairman: Nigerian Produce Marketing Co. Ltd; Eastern Nigeria Marketing Board; Eastern Nigeria Development Corp.; African Continental Bank, Ltd; Nigerian National Line Ltd; Eastern Nigeria Construction and Furniture Co. Ltd; and Director of many companies, Nigeria. 93.

Abdulateef Abdulrafiu, Ismail Dere, Adama Dansofo (1997) Impact Analysis of Financial Development on Employment in Nigeria. 1(1), 45-55.

Akerele Adebayo (1978) The Marketing Concept: An American Historical Perspective. 1(11), 31-36.

Akio Morita (1986) Made in Japan. 1, 8.

Dr Joshua Ph.D., Dipeolu Folashade, Ogunmodede Olalekan, Ajetunmobi Olaseni (2004) Entrepreneurship Education and Women's Economic Empowerment in Ogun State, Nigeria. 11(01), 4080-4093.

Wroe Alderson, Miles Martin (1965) Toward a Formal Theory of Transactions and Transvections. 2(2), 117.

Richard Irwin Unknown Title.

I Altman, A Taylor D (1973) Secret Societies. Edited by Norman MacKenzie. New York: Holt, Rhinehart and Winston, 1967. 350 pp. $9.95.. 39(2), 278-278.

Ama Committee Of Definitions (1960) American Marketing Association (AMA).

(1985) American Marketing Association (AMA).

(1990) American Marketing Association (AMA).

(2004) Principles of Marketing, The European Edition, Philip Kotler, Gary Armstrong, John Saunders, Veronica Wong Prentice Hall, ISBN 0-13-165903-0, 1996. N° 8(2), 103e-105e.

Eugene Anderson, Vikas Mittal (2000) Strengthening the Satisfaction-Profit Chain. 3(2), 107-120.

Eugene Anderson, Claes Fornell, Roland Rust (1997) Customer Satisfaction, Productivity, and Profitability: Differences Between Goods and Services. 16(2), 129-145.

James Anderson, Håkan Håkansson, Jan Johanson (1994) Dyadic Business Relationships within a Business Network Context. 58(4), 1-15.

H Ansoff, Daniel Kipley, A Lewis, Roxanne Helm-Stevens, Rick Ansoff (1966) From Strategic Planning to Strategic Management. 41-52.

Onyekachi Chukwu, Ayobami Adeagbo, Chisom Umeh, Blessing Ojomah, Ogheneochuko Ohwokevwo (1991) Effects of pre-sowing treatments on germination of Jatropha curcas L. seeds. 7(3), 645-649.

D Ayozie (1999) Small Scale Business and National Development.

D Ayozie (1999) A Handbook on Small Scale Business for National Diploma Students.

Scholastica Ekanem, Taibat Ranti, Ime Akpanebu, Israel Udoka (2004) FRAMEWORK FOR CRAFTSMEN TRAINING FOR SUSTAINABLE DEVELOPMENT IN THE CONSTRUCTION INDUSTRY IN NIGERIA. 5(1), 30-44.

Barry Babin, Mitch Griffin (1998) The nature of satisfaction: An updated examination and analysis. 41(2), 127-136.

Richard Bagozzi (1974) Marketing as an Organized Behavioral System of Exchange. 38(4), 77.

R Bagozzi (1975) Marketing as Exchange. 39(3), 31-39.

Sarah Weakley, Paula Karlsson, Jane Cullingworth, Laura Lebec, Katie Fraser (1982) Developing a university-voluntary sector collaboration for social impact. 71-88.

Michael Baker (1979) Evolution of the Marketing Concept. 1-9.

J Baker Michael (1990) Encyclopedia of Marketing, Edited by Michael J. Baker. Thomson Learning, 1999, 863 pages.. N° 23(2), 91d-95d.

Baker, J Michael (1999) Encyclopedia of Marketing, Edited by Michael J. Baker. Thomson Learning, 1999, 863 pages.. N° 23(2), 91d-95d.

Michael Baker (1992) Marketing and Corporate Strategy. 44-66.

E Bamgboye (1995) Marketing: Basic Concepts and Decisions. 6.

Robert Blattberg, John Deighton (1996) Manage Marketing by the Customer Equity Test. 74, 205-213.

P Blau (1964) Exchange and Power in Social Life.

Josée Bloemer, Ko De Ruyter (1998) On the relationship between store image, store satisfaction and store loyalty. 32(5/6), 499-513.

Blois Keith (1997) Relationship Marketing in Organisation Markets. When is it Appropriate. 161-173.

P Bloom, S (1981) INFORMS Analytics Maturity Model. 130-139.

Bernhard Booms, J Mary (1981) Marketing Strategies and Organisational Structures for Service Firms.

Bernhard Booms, Mary (1981) Marketing strategies and organisational structures for service firms.

H Borden, Neil (1964) The Concept of the Marketing Mix. 4(2), 2-7.

N Borden (1964) The Concept of the marketing mix. 2-7.

William Boulding, Ajay Kalra, Richard Staelin, Valarie Zeithaml (1993) A Dynamic Process Model of Service Quality: From Expectations to Behavioral Intentions. 30(1), 7-27.

Boyd & Co (1977) Marketing Research Text and Illinois. 34.

G Bower, Hilgard E (1984) Theories of Learning.

Brain Reilley (2000) Yeah, You've Got Mail. 282(5), 37-37.

E Branssington, Pettitt S (1997) The Principles of Marketing. 88.

Roderick Brodie, Nicole Coviello, Richard Brookes, Victoria Little (1997) Towards a paradigm shift in marketing? An examination of current marketing practices. 13(5), 383-406.

Unknown Title.

P Cherington (1920) The Elements of Marketing.

M Chismall P (1973) Marketing Research, Analysis and Measurement.

Christopher (1991) Relationship Marketing. Bringing Quality Customer Service and marketing together.

Christopher Payne, A Ballantyne, D (1991) Relationship Marketing. Bringing Quality Customer Service and Marketing Together.

M Christopher, A Payne, Ballantyne (1990) Relationship Marketing. Bringing Quality Customers Service and Marketing Together.

Christopher Van Den Butte, Walter Van, W (1992) Unknown Title.

Karen Cook, Richard Emerson, Mary Gillmore, Toshio Yamagishi (1984) The Distribution of Power in Exchange Networks: Theory and Experimental Results. 89(2), 275-305.

W Cox (1967) PLCs as Marketing Models. 40(4), 375-384.

Lawrence Crosby, Nancy Stephens (1987) Effects of Relationship Marketing on Satisfaction, Retention, and Prices in the Life Insurance Industry. 24(4), 404.

M David (1983) Measuring individual differences in empathy: Evidence for a multidimensional approach.. 44(1), 113-126.

H Davies (1973) The Practice of Marketing Research.

G Day (1994) The Capabilities of Market Driven Organisations. 53, 37-42.

George Day, Prakash Nedungadi (1994) Managerial Representations of Competitive Advantage. 58(2), 31-44.

Marc Dollinger, Michael Kolchin (1985) Purchasing and the Small Firm. 10(3), 33-45.

P Ekeh (1974) Social Exchange Theory. The Two Traditions.

M Ekete (2004) Chapter 5: Networks in Small and Medium Scale Enterprises in Nigeria -195.

Waldo Emmerson Ralph (1969) Offered this advice if a man makes a better mousetrap.

E Glos R, H Baker (1972) Business, its nature and environment.

Seth Godin (1999) Seth Godin on standing out.

Arnold Goldstein, Gerald Michaels (1985) Development of Empathy. 12-61.

I Gorden (1998) Relationship marketing.

Griffin (1999) Customer Loyalty. Lost Customers can be returned to your fold.

C Gronroos (1994) From Marketing Mix to Relationship Marketing. 32(2), 4-20.

C Gronroos (2000) Service Management and Marketing. A Customer Relationship Management Approach.

Gronroos Christian (1996) Relationship marketing logic.

Gronroos Christian (1994) Quo vadis marketing. Towards a Relationship Marketing Paradigm. 10, 347-360.

C Gronroos (1990) Relationship Approach to Marketing Service Context. The Marketing and Organisational Behaviour Interface. 20(1), 3-11.

Gummesson Evert (2002) Total Relationship Marketing. Marketing Management, Relationship Strategy and CRM Approaches for the Network Economy.

E Gummesson (1999) Total Relationship Marketing.

Gummesson Evert (1998) Implementation Requires a Relationship Marketing Paradigm. 26(3), 242-249.

Gummenson Evert (2002) Practical Value of Adequate Marketing Management Theory. 36(3).

Gummesson Evert (1993) Quality Management in Service Organisations.

Jan Johanson, Lars-Gunnar Mattsson (1987) Interorganizational Relations in Industrial Systems: A Network Approach Compared with the Transaction-Cost Approach. 17(1), 34-48.

Klaus Kaas (1995) Marketing und Ethik. 35, 126-150.

K Kaas (2000) Alternative Konzepte der Theorieverankening in Backhaus K(ed) Marketing Research, Survey, and Perspectives. 5-58.

Leon Kaplan, George Szybillo, Jacob Jacoby (1974) Components of perceived risk in product purchase: A cross-validation.. 59(3), 287-291.

Ojoma Emeje, Rand Alkaissy, Richard De Butts, Mridula Rajwani, Christopher O'callaghan, Michael Reschen (1995) Yield of Follow-up Chest X-rays for Infection-associated Changes in Same Day Emergency Care. 24(1), 3-8.

Susan Keaveney (1995) Customer Switching Behavior in Service Industries: An Exploratory Study. 59(2), 71-82.

J Keith R (1960) The Marketing Revolution.

P Kilby (1971) Entrepreneurship and Economic Development. 100.

David Kirk Patrick (1985) Business Concentration in LDCs. 62-101.

Amna Kirmani, Akshay Rao (2000) No Pain, No Gain: A Critical Review of the Literature on Signaling Unobservable Product Quality. 64(2), 66-79.

David Knights, Andrew Sturdy, Glenn Morgan (1994) The Consumer Rules?. 28(3), 42-54.

Prakashraj Kumavat (1997) A Book Review On Principles Of Marketing Management 14Th Edition By Philip Kotler And Gary Armstrong. 1(4), 83-85.

P Kotler (2000) Principles of Marketing, The European Edition, Philip Kotler, Gary Armstrong, John Saunders, Veronica Wong Prentice Hall, ISBN 0-13-165903-0, 1996. N° 8(2), 103e-105e.

Kotler Philip (1960) Theodore Levitt's Marketing Myopia. 110, 113.

T Levitt (1965) Exploit the PLC. 43, 114.

C Levi Strauss (1969) The Nature of Customer Relationships in Service. 116.

V Liljander (1994) Consumer Satisfaction and Quality. 7, 117.

Veronica Liljander, Tore Strandvik (1995) The nature of customer relationships in services. 4, 141-167.

Edgar Long, David Andrews (1990) Perspective taking as a predictor of marital adjustment.. 59(1), 126-131.

Achim Loose, Jörg Sydow (1994) Vertrauen und Ökonomie in Netzwerkbeziehungen - Strukturationstheoretische Betrachtungen. 13, 160-193.

Mccarthy Jerome, E (1976) Basic Marketing: A Managerial Approach. 123.

H Mcdonald, Malcolm (1991) Marketing Plans. 124.

L Mcgee, Spiro (1988) The marketing concept in perspective. 126.

E Ogwo, Ogwo (1986) The Status of Marketing in Nigerian Small Business. 127.

L Oliver R, L Malley, Tynan C ; Malley, Tynan (1996) A Reappraisal of the Relationship Marketing Constructs of Commitment and Trust. In AMA (ed) New and Evolving Paradigms. 15, 130.

O'malley L, Tynan C ; Onah Julius, I Nwosu, Ocheoha O (1999) A Reappraisal of the Relationship Constructs of Commitment and Trust in AMA. The Emerging Future of Marketing Dublin AMA. 132.

Abosede Adelusi, Dada Abraham (2001) MANUFACTURING FIRMS' PROFItABILITY AND MANAGEMENT OF CREDIT A STUDY OF UNILEVER NIGERIA, PLC AND NIGERIA BREWERIES PLC. 9(1), 50-61.

A Ostrom, Hart (2000) Handbook of Service Marketing and Management Thousand Oaks C. 134.

Palmer (1995) Relationship Marketing a Universal Paradigm or Management Fad. 3(3), 135.

Palmer Adrain (1996) Relationship Marketing -a Universal Paradigm or Management Fact. 3(3), 136.

Palmer Adrain (1994) Principles of Service Marketing. 137.

Palmer R (2000) Marketing Diagnostic Tools. 31-43.

A Palmer (1996) Relationship Marketing a Universal Paradigm or Management Fad. 3(3), 139.

A Palmer, V Parasuraman ; Zeithamal, L Berry L (1986) A Conceptual Model of Service Quality and Its Implication for Future Research. 49(1), 141.

A Parasuraman, Valarie Zeithaml, Leonard Berry (1985) A Conceptual Model of Service Quality and Its Implications for Future Research. 49(4), 41-50.

A Parasuraman, V Zeithaml, L Berry L (1988) SERVQUAL -A Multiple Item Scale for Measuring Consumer Perceptions of Service Quality. 66(1), 144.

S Sheth (1995) The Domain and Conceptual Foundations of Relationship Marketing. A hand Book of Relationship Marketing. 145, 146.

Adrian Payne (2002) Customer Retention. 110-122.

Payne (1995) Relationship Marketing for Competitive Advantage. 148.

Peck Helen (1998) Relationship Strategy and Implementation. 149.

Helen Peck, Martin Christopher, Moira Clark, Adrian Payne (1999) Relationship Marketing. 150.

J Sheth, R Sisodia (1998) Revisiting Marketing's Lawlike Generalizations. 27(1), 71-87.

I Pinker, T Degischer, A Rath, R Schenk (1999) Encouraging of embryo development and seed germination in Actaea racemosa L. by gibberellic acid. 86(1), 5-13.

O Shokan (2002) Research Methodology and Seminar for all Disciplines. 14-153.

Smith Higgins M (2000) Reconsidering the relationship analogy. 16, 154.

J Smith (1998) Buyer-Seller relationships: Similarity, relationship management, and quality. 15(1), 3-21.

M Spremann (1987) Agent and Principal in Bamberg. 156.

K Spremann (1990) Capitel 3. Elimination und Substitution, Determinanten, symmetrische Functionen. 60, 134-157.

Bernd Stauss, Christian Friege (1999) Regaining Service Customers. 1(4), 347-361.

B Stauss (2000) Perspektivenwandel. 17(2), 159.

Bernd Stauss, Wolfgang Seidel (1998) Complaint Management. 414-432.

K Stewart (1998) The Customer Exit Process. A Review and Research Agenda. 14(4), 235-250.

Kaj Storbacka, Tore Strandvik, Christian Grönroos (1994) Managing Customer Relationships for Profit: The Dynamics of Relationship Quality. 5(5), 21-38.

J Sydow (1992) On the Management of Strategic Networks in Ernste. 163.

Edward Tauber (1974) How market research discourages major innovation. 17(3), 22-26.

G Tesar, H Moini, Boter H (1988) Marketing Orientation and International Industrial Network Involvement. 25, 166.

Thibaut Kelley H (1959) The Social Psychology of Groups. 167.

Thomas Jones, Early Sasser, Jnr (1995) Why Satisfied Customers Defeat. 168.

Thorel Hans (1986) Networks Between Markets and Hierarchies Strategic. 7, 37-51.

Caroline Tynan (1997) A review of the marriage analogy in relationship marketing. 13(7), 695-703.

V Zeithaml, A Parasuraman, Berry (1992) Quality at Service. 172.

V Zeithaml, M Bitner (2004) Services Marketing: Integrating Customer Focus Across the Firm. 14(5), 436-437.

V Zeithaml (1988) Consumer Perceptions of Price Quality and Value.