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Environmental Turbulence, Service Marketing Mix, Marketing Orientation and Microfinance Performance: A Conceptual Model

Author

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  • Halim, Fairol Bin
  • Abidemi, Bello Taofik
  • Alshauibi, Ahmad

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 have 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

  • Halim, Fairol Bin & Abidemi, Bello Taofik & Alshauibi, Ahmad, 2018. "Environmental Turbulence, Service Marketing Mix, Marketing Orientation and Microfinance Performance: A Conceptual Model," Journal of Business and Social Review in Emerging Economies, CSRC Publishing, Center for Sustainability Research and Consultancy Pakistan, vol. 4(1), pages 27-36, June.
    • Handle: RePEc:src:jbsree:v:4:y:2018:i:1:p:27-36
    DOI: http://doi.org/10.26710/jbsee.v4i1.360
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