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

• Main Authors: Fairol Bin Halim, Bello Taofik Abidemi, Ahmad Alshauibi
• Format: Article
• Language: English
• Published: CSRC Publishing 2018-06-01
• Series: Journal of Business and Social Review in Emerging Economies
• Subjects: Market orientation; service marketing mix; microfinance performance; environmental turbulence
• Online Access: https://publishing.globalcsrc.org/ojs/index.php/jbsee/article/view/360

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.