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Moderating Role of Environmental Dynamism on the Relationship between Service Marketing Mix, Marketing Orientation and Microfinance Performance: A Conceptual Model

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  • Bello Taofik Abidemi
  • Fairol Bin Halim
  • Ahmad Alshauibi

Abstract

The study proposes a framework for the moderating effect of environmental turbulence on the relationship between service marketing mix, market orientation and microfinance performance in Nigeria. However, there is scarcity of research that has considered the relationship between market orientation, service marketing mix and microfinance performance. Most studies conducted on the direct relationship revealed inconsistencies. Due to the inconsistencies in the literature on this relationship, a moderating variable of environmental turbulence was proposed. The study will add to the literature on microfinance performance in a developing country like Nigeria which is relatedly unexplored.

Suggested Citation

  • Bello Taofik Abidemi & Fairol Bin Halim & Ahmad Alshauibi, 2018. "Moderating Role of Environmental Dynamism on the Relationship between Service Marketing Mix, Marketing Orientation and Microfinance Performance: A Conceptual Model," Academic Journal of Economic Studies, Faculty of Finance, Banking and Accountancy Bucharest,"Dimitrie Cantemir" Christian University Bucharest, vol. 4(3), pages 40-46, September.
    • Handle: RePEc:khe:scajes:v:4:y:2018:i:3:p:40-46
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    More about this item

    Keywords

    Market orientation; service marketing mix; microfinance performance; environmental turbulence;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Z33 - Other Special Topics - - Tourism Economics - - - Marketing and Finance

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