Understanding relationship marketing strategy in Ghana’s informal economy: a case of micro, small and medium enterprises

• Published in: Journal of research in marketing and entrepreneurship Vol. 25; no. 2; pp. 253 - 269
• Main Authors: Adom, Kwame, Tettey, Louis Numelio, Acheampong, George
• Format: Journal Article
• Language: English
• Published: Spokane Emerald Publishing Limited 27.03.2023; Emerald Group Publishing Limited
• Subjects: Brand loyalty; Customers; Economic growth; GDP; Gross Domestic Product; Hairdressers; Informal economy; Literature reviews; Marketing; Profitability; Profits; Relationship marketing; Small & medium sized enterprises-SME; Small business; Ghana; Relationship marketing; Micro-enterprises; Informal economy; Entrepreneurial marketing
• ISSN: 1471-5201; 1471-521X; 1471-5201
• DOI: 10.1108/JRME-03-2022-0033

Purpose Relationship marketing (RM) has rarely been applied to micro-, small- and medium-sized enterprises (MSMEs) in the informal economy (IE). Thus, this study aims to explore the RM strategy of service rendering micro-enterprises in the IE of a sub-Saharan African country like Ghana. Design/metho...