NEGOTIATION STRATEGY AND SUSTAINABLE MARKETING PERFORMANCE IN THE NIGERIAN AVIATION SECTOR

Abstract

The aim of this study is to investigate the relationship between negotiation strategy and sustainable marketing performance in the Nigerian aviation sector. This study used a structured questionnaire designed in five Likert scale of strongly disagreed to strongly agree to collect data from respondents in the Nigerian aviation sector. The questionnaire distributed and retrieved were analysed with statistical tools such as mean, standard deviation and Pearson product moment correlation. From the analyses, the study found different degree of positive and statistically significant relationship between negotiation strategy and sustainable marketing performance used in this study (stakeholder value and product acceptability). Based on the findings of the study, we conclude that high level of negotiation strategy used as an anti-crisis strategic marketing management approach in crisis situation brings value for all stakeholders involved in a business and also encourages the acceptance of products offered to public both within and across national frontier by the Nigerian aviation sector. Recommends the use of negotiation strategy by managers in the Nigerian aviation sector to achieve sustainability of marketing performance.