MODERATING EFFECT OF COMPETITION ON RELATIONSHIP BETWEEN MARKETING PRACTICE AND PERFORMANCE OF MICROFINANCE INSTITUTIONS IN NIGERIA

Authors

  • NASIRU LIMAN ZURU,
  • MOHAMMED YUSUF ALKALI
  • SAMSON OLARINRER
  • ALIYU BAWA YELDU

Keywords:

Marketing, Competition, MFIs, Performance.

Abstract

Abstract
This paper investigates the moderating effect of competition on the relationship between
marketing practices and performance of micronance 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
inuence 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 inuence the performance of MFIs.

Additional Files

Published

2020-07-26

Issue

Section

Articles