Moderating Role of Gender on The Effect of Relationship Marketing On Bangladeshi SME Performance: A Multi-Group Confirmatory Factor Analysis

Abstract

In the present global economy, SMEs contribute to the economy in general. The purpose of this analysis is to empirically study the effects of Relationship marketing (RM) strategy on SME performance and the role of gender in the relationship since the relationship marketing strategy receives a significant amount of research in the western countries, however in Bangladesh none of these variables is taken into account within one model. In Bangladesh, 384 owners of small and medium sized businesses were picked through a cluster random sampling. The hypotheses were evaluated on the basis of Resource-based Theory (RB Theory) with the SEM-AMOS 25.0. Based on statistical data, the RM approach has been shown significant effect on SME Performance and gender moderate the relationship between RM and SME performance. The findings also indicated that the RM approach for small and medium-sized businesses must be focused in order to increase their efficiency and profitability.