MODELLING COMPETITIVE MARKETING STRATEGIES: NICHE AND RELATIONSHIP MARKETING STRATEGIES IN RELATION TO FIRM PERFORMANCE: A STUDY OF MALAYSIAN FURNITURE INDUSTRY

Authors

  • Fazli Wadood Department of Management Sciences, University of Buner 19290, KP Pakistan.
  • Markus A. Luner Ostfalia, University of Applied Sciences, Campus Suderburg, Germany, Dept. Business & Management.
  • Fazal Akbar

DOI:

https://doi.org/10.64105/jbmr.04.03.542

Abstract

Marketing strategies are extremely important in today's world. The fundamental marketing objectives are merely to comprehend and manage customers in order to increase devotion and profitability. The study's primary goal is to look into the link among niche and relationship marketing strategies and firm performance. Niche marketing strategy can be measured through adopted items, similarly relationship marketing strategy also measured through adopted items from previous scholars. The information was gathered via a questionnaire with a five-point likert type rating scale. A sample of 190 companies were surveyed from Johor state of Malaysia. For the analysis 147 questionnaires were found valid for further analysis. The connection and significance between the dependent (firm performance) and independent variables (Niche & Relationship marketing strategies) were measured using SmartPLS version 3.0.

Keywords: Niche marketing strategy, Relationship Marketing strategy, SmartPLS 3.0, Firm Performance

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Published

2025-09-12

Issue

Vol. 4 No. 3 (2025): Journal of Business and Management Research (JBMR)

Section

Articles

How to Cite

MODELLING COMPETITIVE MARKETING STRATEGIES: NICHE AND RELATIONSHIP MARKETING STRATEGIES IN RELATION TO FIRM PERFORMANCE: A STUDY OF MALAYSIAN FURNITURE INDUSTRY. (2025). Journal of Business and Management Research, 4(3), 632-649. https://doi.org/10.64105/jbmr.04.03.542