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| The Interplay Of Marketing Strategies And Performance Of Pension Fund Administrators In Cross River State.
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Patrick M Igbaji Ph.D and Clement Udowong Eke
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Abstract:
The researchers investigated the relationship between marketing strategies and performance of pension fund administrators in Cross River State, Nigeria. Survey research design was adopted for the study. The sample for the study was 115 respondents that caught across all the PFAs. Simple linear regression was used to ascertain the relationship between the underpinnings of marketing strategy which is the predictor variable and performance which is the criterion variable. Findings indicated a significant positive relationship between the two dimensions of marketing strategies and performance of pension fund administrators in Cross River State. The researcher concluded that Relationship marketing and marketing communications are essential dimensions of marketing strategy that enhances performance in service industry such as Pension Fund Administrator and recommended that Pension Fund Administrators in Cross River State wishing to enhance their performance should adopt the dimensions of marketing communication and also maintain an open communication channel for free flow of information between the PFAs and their clients and that Pension Fund Administrators should pay attention to relationship marketing strategy in order to retain their customers and also enhance their general performance.
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