Business and Economics Journal

ISSN: 2151-6219

Open Access

Application of Relationship Selling in the Nigerian Context: A Model of the Restraining Factors


IE Ernest

Relationship selling is a new marketing fad that can be of immense advantage to organizations operating amidst stern competitive pressures, changing consumers’ tastes and preferences of, technical dynamics and other dramatic upturns in the contemporary business setting. This notwithstanding, the adoption of relationship selling practice by Nigerian companies is still largely rudimentary. Following from this, the researcher theorized a model of the factors that have suppressed the entrenchment of relationship selling practice in most Nigeria organizations. To test the proposed model, the researcher used a sample of 120 respondents randomly generated from National Youth Service Corps members serving in Offa Local Government Area of Kwara State, Nigeria. Empirical results were consistent with the proposed model. It was therefore concluded that until the imbalances highlighted in the model are checked, the relational orientation of selling as we have it in advanced industrial economies will be difficult to materialize in Nigeria.


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