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Abstracts prior to volume 5(1) have been archived!

Issue 5(1), October 2010 -- Paper Abstracts
Girard  (p. 9-22)
Cooper (p. 23-32)
Kunz-Osborne (p. 33-41)
Coulmas-Law (p.42-46)
Stasio (p. 47-56)
Albert-Valette-Florence (p.57-63)
Zhang-Rauch (p. 64-70)
Alam-Yasin (p. 71-78)
Mattare-Monahan-Shah (p. 79-94)
Nonis-Hudson-Hunt (p. 95-106)



JOURNAL OF MANAGEMENT POLICY AND PRACTICE


Customers’ Perception of Relationship Marketing as a Strategic Tool in
the Nigerian Food and Beverages Industry


Author(s): Bolajoko Nkemdinim Dixon-Ogbechi, Elizabeth M. Haran, Joseph Aiyeku

Citation: Bolajoko Nkemdinim Dixon-Ogbechi, Elizabeth M. Haran, Joseph Aiyeku, (2010) "Customers’ Perception of Relationship Marketing as a Strategic Tool in the Nigerian Food and Beverages Industry," Journal of Management Policy and Practice, Vol. 11, Iss. 5, pp.124 -132

Article Type: Research paper

Publisher: North American Business Press

Abstract:

This study investigates the familiarity of the customers of multinational and indigenous companies in the
food and beverages industry, with relationship marketing; it explores their views on the companies’ use
of relationship marketing as a strategic tool ; and it determines the relative importance of the
relationship marketing variables, from the customer’s perspective. Further, the relationship marketing
variables are weighted in relative importance using the Analytic Hierarchy Process. The sampling frame
was customers of both indigenous and multinational companies in the food and beverages industry, as
listed by the 2007 Nigerian Business Directory. Four hundred questionnaires were administered, 94%
were returned.