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

Abstract

The current dominance of relationship marketing (RM) literature does not imply that its application in modern business operations is without limitations. In fact, its successful application by firms in some advanced economies does not mean that its application is guaranteed in developing countries. Observing this, this study sought to ascertain the factors that hamper the application of RM in Nigeria. Drawing from past empirical substantiations, it was argued that lack of trust, commitment and promise fulfillment, 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 the implantation of this new marketing tradition in Nigeria, the authors reinforces that there is need for Nigerian firms to invest more in technology Copyright ©IAARR 2011: www.afrrevjo.com 90 Indexed African Journals Online: www.ajol.info to assist them track the revolutions in the contemporary business environment, build trust and commitment-based relationship.