Gender and Relationship Marketing in Nigerian Securities and Stock Brokerage Firms

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dc.contributor.authorGaniyu, R.A
dc.contributor.authorDixon-Ogbechi, B.N
dc.contributor.authorIghomereho, S.O
dc.date.accessioned2017-10-07T11:15:04Z
dc.date.available2017-10-07T11:15:04Z
dc.date.issued2013
dc.descriptionStaff Publicationsen_US
dc.description.abstractare 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.en_US
dc.identifier.citationGaniyu, 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)en_US
dc.identifier.issn1918-719X
dc.identifier.issn1918-7203
dc.identifier.urihttp://dx.doi.org/10.5539/ijms.v5n4p72
dc.identifier.uridoi:10.5539/ijms.v5n4p72
dc.identifier.urihttp://www.ccsenet.org/journal/index.php/ijms/article/view/25970/0
dc.identifier.urihttp://ir.unilag.edu.ng:8080/xmlui/handle/123456789/1880
dc.language.isoenen_US
dc.publisherCanadian Center of Science and Educationen_US
dc.subjectGenderen_US
dc.subjectRelationship Marketingen_US
dc.subjectTrusten_US
dc.subjectCommunicationen_US
dc.titleGender and Relationship Marketing in Nigerian Securities and Stock Brokerage Firmsen_US
dc.typeArticleen_US
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