LEVEL OF EDUCATION AND EXPERIENCE OF MANAGERS AS A RELATIONSHIP MARKETING VARIABLE IN THE PERFORMANCE OF SMES IN NIGERIA


LEVEL OF EDUCATION AND EXPERIENCE OF MANAGERS AS A RELATIONSHIP MARKETING VARIABLE IN THE PERFORMANCE OF SMES IN NIGERIA


AYOZIE DANIEL OGECHUKWU

The Federal Polytechnic Ilaro, Ogun State, Nigeria.


This work is on relationship marketing concept and the performance of small and medium scale enterprises in Nigeria. The objective is the provision of useful information about the understanding and usage of the relationship RMC by SMEs, and the establishment of the relationships between some management attributes and the implementation of RMC. The Research design involved the use of the two part model of the adoption and implementation of RMC. The results showed that over 80% of SMEs in the seven sampled states in Nigeria adopted and used the RMC.


Keywords: SMEs, RMC, Loyalty.

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How to cite this article:

AYOZIE DANIEL OGECHUKWU. LEVEL OF EDUCATION AND EXPERIENCE OF MANAGERS AS A RELATIONSHIP MARKETING VARIABLE IN THE PERFORMANCE OF SMES IN NIGERIA. International Journal of Accounting and Auditing, 2020,1:2


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