Correlates of the determinants of relationship marketing in the retail sector: the Nigerian case

The purpose of this paper is to explore the linkages between the determinants of relationship marketing and the behavioural component of these determinants within a non-Western retail stores setting. This paper identified 16 attributes that are important to consumers under four dimensions: Trust-Quality services, relational orientation, commitment and proximity within the retail stores context. The findings are acknowledged to be unique because they emerged from a largely under-researched collectivistic emerging market where relationship marketing formation is key.