The influence of relationship marketing on the performance of large supermarkets in Nairobi, Kenya
Waiganjo, Roseann Njoki
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This study sought to investigate the influence of Relationship marketing on the performance of large supermarkets in Nairobi Kenya. A census of large supermarkets in Tier one and two based on Neven and Reardon, 2004 were studied. The objective was to establish the Influence of relationship marketing on the performance of large Supermarkets in Nairobi. The findings show that various components of relationship marketing have a positive influence on the various performance ~ind[cators of large supermarkets, The results further reveal that a highly positive correlation exists between relationship marketing components and performance indicators in large supermarkets. Further research however is needed to determine the intervening variables that affect performance in supermarkets, to determine the degree to which relationship marketing as a variable affects performance.
University of Nairobi, Kenya