Browsing by Author "Folarin, B.A"

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    Relationship Marketing and Performance of Online Micro Businesses
    (Department of Marketing, Faculty of Management Sciences,University of Ilorin, Ilorin , Nigeria., 2024) Folarin, B.A; Olowo, A.A.
    The intense competition from giant online business stakeholders has posed a major threat to the success of micro-business operations within the Internet environment. Hence, this study explores the relationship between relationship marketing and the performance of online micro businesses. In an increasingly digitalized economy, the effective management of customer relationships has become imperative for the success of micro-enterprises operating online. The study investigates the impact of relationship marketing tactics such as; personalized communication, customer engagement, and trust-building on key performance indicators (website traffic, churn rate, social media engagement and customer lifetime value) of online micro businesses. This study is an exploratory research design and data were collected through desk research. Drawing upon established theories of relationship marketing and extant reviewed literature regarding the performance of online micro businesses, this study concludes that relationship marketing strategies are key to the success and performance of online micro businesses. Hence, the study recommended that management should make a sharp effort to sustain the relationship through effective communication, effective customer engagement template and trust-building with their existing and potential customers.