MODERATING EFFECT OF COMPETITION ON RELATIONSHIP BETWEEN MARKETING PRACTICE AND PERFORMANCE OF MICROFINANCE INSTITUTIONS IN NIGERIA
Keywords:Marketing, Competition, MFIs, Performance.
This paper investigates the moderating effect of competition on the relationship between
marketing practices and performance of micronance institution from the Nigerian
context. The paper uses structural questionnaires, to collect data from 121 MFIs. The
ndings reveal that competition moderates the relationship between marketing practice
and performance of MFIs. The result demonstrates that the performance of MFIs is
inuence by not only the marketing but also considering the competitions in the industry.
The general ndings of this study indicate that strategic management is relevant and
applicable to MFIs and consequently can inuence the performance of MFIs.