Gender and Relationship Marketing in Nigerian Securities and Stock Brokerage Firms
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Canadian Center of Science and Education
are important in stock brokerage business. A sample of 103 clients of stock brokerage firms operating in Lagos State, Nigeria was examined. The ANOVA result shows that females are better relationship officers while the regression result indicated that gender identity has a significant influence (p-value = 0.025, t = 2.274) on the success of relationship marketing but it is not a sufficient variable to predict the success of relationship marketing strategy as the R-Square value is low (0.049). In addition, all the variables (trust, communication, commitment, support and cooperation) were found to be important. Therefore, it is recommended that stock brokerage firms should consider females for relationship positions and should also put in place the facilities and internal marketing programmes that are needed for its success.
Gender , Relationship Marketing , Trust , Communication
Ganiyu, R.A, Dixon-Ogbechi, B.N and Ighomereho, S.O (2013) Gender and Relationship Marketing in Nigerian Securities and Stock Brokerage Firms. International Journal of Marketing Studies, Vol. 5(4)