Relationship Marketing and Organizational Performance of Government Parastatals in Nigeria

Abstract

Improving the efficiency of government parastatals to deliver value to citizens and fulfill their mandate are critical issues. This study investigated the effect of relationship marketing on organizational performance of government parastatals and examined the possible challenges faced in the adopting of relationship marketing. Trust, bonding, reciprocity, communication, empathy and shared value as dimensions of relationship marketing and how they predict performance of government parastatals in Nigeria were looked into. The study utilized survey research design. Stratified random sampling technique and judgmental sampling method were used to select the study participants. Questionnaire was the research instrument for the study, administered to the study participants and with a return rate of 71.5%. Data was analyzed using descriptive statistics of frequency tables, means and standard deviations. The results revealed that the Lagos State Signage and Advertisement Agency has embraced relationship marketing though the implementation cannot be said to be thorough. It was concluded that government parastatals can appreciably boost their productivity through full acceptance of relationship marketing. Relationship marketing programs and policies should be introduced and thoroughly implemented by government parastatals in Nigeria to effectively attract, maintain and retain clients.