RELATIONSHIP MARKETING STRATEGIES AND PERFORMANCE OF SMALL AND MEDIUM SCALE ENTERPRISES (SMEs) OUTLETS IN YENAGOA, BAYELSA STATE, NIGERIA

Abstract

Small and medium-sized enterprises (SMEs) play a vital role in the global economy. This study investigates the relationship between relationship marketing strategies and the performance of SME outlets in Yenagoa, Bayelsa state, Nigeria.  The research examines how SMEs that prioritize customer relationship building achieve positive outcomes. The study adopted cross-sectional and judgmental sampling techniques to survey three hundred and sixty-three (363) SMEs Operators. Data were collected using a self-administered four-point Likert scale questionnaire. The data generated were analyze using descriptive statistics and multiple linear regression analysis.  The findings reveal a positive correlation between relationship marketing strategies and SME performance. By fostering customer loyalty and repeat business, SMEs can experience increased sales and market share. The study concludes with recommendations for SME owners, policymakers, and future research directions to further explore the potential of relationship marketing for SMEs success.