Environmental Turbulence, Service Marketing Mix, Marketing Orientation and Microfinance Performance: A Conceptual Model

  • Fairol Bin Halim School of Business Management, Universiti Utara Malaysia.
  • Bello Taofik Abidemi School of Business Management, Universiti Utara Malaysia
  • Ahmad Alshauibi School of Business Management, Universiti Utara Malaysia
Keywords: Market orientation, service marketing mix, microfinance performance, environmental turbulence


The study proposes a framework for the moderating effect of environmental turbulence on the relationship between service marketing mix, market orientation and microfinance performance in Nigeria. However, there is scarcity of research that have considered the relationship between market orientation, service marketing mix and microfinance performance. most studies conducted on the direct relationship revealed inconsistencies. Due to the inconsistencies in the literature on this relationship, a moderating variable of environmental turbulence was proposed. The study will add to the literature on microfinance performance in a developing country like Nigeria which is relatedly unexplored.


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Author Biographies

Fairol Bin Halim, School of Business Management, Universiti Utara Malaysia.

School of Business Management, Universiti Utara Malaysia.

Bello Taofik Abidemi, School of Business Management, Universiti Utara Malaysia

School of Business Management, Universiti Utara Malaysia

Ahmad Alshauibi, School of Business Management, Universiti Utara Malaysia

School of Business Management, Universiti Utara Malaysia


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How to Cite
Halim, F. B., Abidemi, B. T., & Alshauibi, A. (2018). Environmental Turbulence, Service Marketing Mix, Marketing Orientation and Microfinance Performance: A Conceptual Model. Journal of Business and Social Review in Emerging Economies, 4(1), 27-36. https://doi.org/10.26710/jbsee.v4i1.360