A Review of the Factors Off-Putting the Application of Relationship Marketing in Nigeria

Abstract

The current dominance of relationship marketing (RM) literature does notimply that its application in modern business operations is withoutlimitations. In fact, its successful application by firms in some advancedeconomies does not mean that its application is guaranteed in developingcountries. Observing this, this study sought to ascertain the factors thathamper the application of RM in Nigeria. Drawing from past empiricalsubstantiations, it was argued that lack of trust, commitment and promisefulfillment, low level of technical development, lack of internal marketing and loose competitive states of Nigerian business environment are the leading factors restraining the application of RM in Nigeria. To facilitate theimplantation of this new marketing tradition in Nigeria, the authorsreinforces that there is need for Nigerian firms to invest more in technology to assist them track the revolutions in the contemporary business environment, build trust and commitment-based relationship.