Abstract

This paper investigates the role of gender in relationship marketing and the relationship marketing variables that
are important in stock brokerage business. A sample of 103 clients of stock brokerage firms operating in Lagos
State, Nigeria was examined. The ANOVA result shows that females are better relationship officers while the
regression result indicated that gender identity has a significant influence (p-value = 0.025, t = 2.274) on the
success of relationship marketing but it is not a sufficient variable to predict the success of relationship
marketing strategy as the R-Square value is low (0.049). In addition, all the variables (trust, communication,
commitment, support and cooperation) were found to be important. Therefore, it is recommended that stock
brokerage firms should consider females for relationship positions and should also put in place the facilities and
internal marketing programmes that are needed for its success.

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