The Effects of Relationship Marketing on Firm Performance: Small and Medium Enterprises (SMEs) in Bangladesh
Today’s entrepreneurial global economy, it is essential to acquisition and retention of customers for the survival of SMEs. Relationship Marketing (RM) is among the best marketing strategy that the SMEs should adopt since customer buying decisions do not solely based on the quality and price, b...
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| Main Authors: | , , |
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| Format: | Conference or Workshop Item |
| Language: | English |
| Published: |
2017
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| Subjects: | |
| Online Access: | http://eprints.unisza.edu.my/1259/1/FH03-FESP-18-12033.pdf http://eprints.unisza.edu.my/1259/ |
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| Summary: | Today’s entrepreneurial global economy, it is
essential to acquisition and retention of customers for the
survival of SMEs. Relationship Marketing (RM) is among the
best marketing strategy that the SMEs should adopt since
customer buying decisions do not solely based on the quality
and price, but also depending on their relationship with the
firm. This study aimed to empirically investigate the effects of
RM on the SME Performance. A self-administered
questionnaire with 22 measuring items was used in data
collection. The respondents were selected randomly from the
list of active SMEs in Bangladesh. A total of 384 completed
and usable questionnaires were received. The study employed
the IBM-SPSS-AMOS package 21.0 to analyze data and test
the underlying hypothesis. The study found RM has positive
and significant effects on SME Performance. Consequently,
the findings suggested that there is a dire need for SMEs to
concentrate on RM strategy to boost their financial
performance, and hence their long term survival. |
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