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Modeling the Influence of Relationship Marketing, Green Marketing and Innovative Marketing on the Business Performance of Small, Medium and Micro Enterprises (SMMES)

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  • Maziriri E T
  • Chinomona E

Abstract

Small, Medium and Micro Enterprises (SMMEs) are considered as economic engines for many countries. In South Africa, the Small, Micro and Medium Enterprises (SMMEs) sector has been acknowledged as the driving force to foster economic growth and job creations. This paper aimed at examining how relationship marketing, green marketing and innovative marketing influence the business performance of Small, Medium and Micro Enterprises (SMMEs) in Southern Gauteng, South Africa. The study utilized a quantitative research paradigm. A structured questionnaire consisting of validated scales for relationship marketing, green marketing, innovative marketing and business performance was administered to a sample of 231 SMMEs managerial employees in the Southern Gauteng region of South Africa. Smart PLS was used to analyze the data and the results indicated that there are positive relationships between the posited research variables. Implications of the findings are discussed and limitations and future research directions are alluded to.

Suggested Citation

  • Maziriri E T & Chinomona E, 2016. "Modeling the Influence of Relationship Marketing, Green Marketing and Innovative Marketing on the Business Performance of Small, Medium and Micro Enterprises (SMMES)," Journal of Economics and Behavioral Studies, AMH International, vol. 8(3), pages 127-139.
    • Handle: RePEc:rnd:arjebs:v:8:y:2016:i:3:p:127-139
    DOI: 10.22610/jebs.v8i3(J).1294
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    Cited by:

    1. Eugine Tafadzwa Maziriri & Thobekani Lose & Welcome Madinga, 2017. "The Influence of Relationship Proneness on Relationship Satisfaction and Relationship Commitment: Empirical Evidence from Domestic Tourists in Cape Town, South Africa," Acta Universitatis Danubius. OEconomica, Danubius University of Galati, issue 13(1), pages 173-186, February.
    2. Riyan Harbi Valdiansyah & Yvonne Augustine, 2021. "Modelling of beyond budgeting, competitor accounting, transparency, competitive advantage, and organizational performance: The case of Indonesia SMEs," Technium Social Sciences Journal, Technium Science, vol. 22(1), pages 334-349, August.
    3. Rodney Duffett & Tudor Edu & Norbert Haydam & Iliuta-Costel Negricea & Rodica Zaharia, 2018. "A Multi-Dimensional Approach of Green Marketing Competitive Advantage: A Perspective of Small Medium and Micro Enterprises from Western Cape, South Africa," Sustainability, MDPI, vol. 10(10), pages 1-27, October.

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