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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.