Customer Orientation and Competitor Orientation Influence on the Marketing Performance of Restaurants MSEs in the Buleleng District

Yulianthini, Ni Nyoman; Mayasari, Ni Made Dwi Ariani; Dewanti, Made Amanda; Atidira, Rahutama

doi:10.2991/aebmr.k.211124.058

Cited by 1 publication

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“…co-creation, networking ties, customer insight and AIM) to advance their innovations in order to address the dynamism in the market environment (Setiyaji et al, 2022). SMEs should seek to convert customer insight and knowledge into innovative products or processes such that both expressed and Impact of customer-focus on SME performance latent needs of the market are met (Yulianthini et al, 2021). The innovative capability derived by SMEs as a result of customer-focus practices encapsulates the SMEs capability to generate, create and develop innovations (Santos et al, 2020).…”

Section: Customer-focus and Sme Financial Performancementioning

confidence: 99%

The impact of customer-focus on the performance of business organizations: evidence from SMEs in an emerging West African economy

Abrokwah-Larbi

2023

AJEMS

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PurposeThe purpose of this paper is to investigate the impact of customer-focus on small medium enterprise (SME) performance from the perspective of a resource-based view (RBV).Design/methodology/approachThis research study implemented a survey strategy to gather data from 255 respondents on the registered list of Ghana Enterprise Agency (GEA) in the eastern region of Ghana. Scales used to gather data were operationalized from previous research studies. A structural equation modeling (SEM) path analysis was used to estimate the impact of customer-focus on the performance of SMEs.FindingsThe outcomes of this study indicate that customer-focus has a significant positive impact on SME performance, hence backing the current demand for investigating the distinct influence of customer-focus on SME performance. The results show that customer-focus has a positive and significant relationship with financial performance, customer performance, internal business process performance and learning and growth performance, thus supporting the literature on the positive impact of customer-focus on SME performance. Therefore, customer-focus determinants used in this study, including co-creation, networking ties, customer insight and artificial intelligence marketing (AIM), are critical to the optimization of SME performance.Research limitations/implicationsNotwithstanding the importance of this research study mentioned earlier, the study has limitations. Notably, the sample size of this study can be increased to capture SME respondents in other geographical zones that were not included in this study. Future research studies may address how business environment conditions moderate the relationship between customer focus and performance, and also the cause-effect of the relationship between customer focus and business environment conditions on SME performance.Practical implicationsThe practical implications consist of two main items. First, this study empowers SME owners and managers to develop a customer focus technique as a central strategic goal in their quest for SME performance optimization. Second, SME owners and managers should progressively exploit the four determinants of customer focus which include co-creation, networking ties, customer insight and (AIM in order to accrue important resources for effective utilization of their customer focus competences as a way to enhance their performance.Social implicationsThis study is targeted at the sound development of SMEs to bring about poverty alleviation and employment. Poverty, unemployment and poor living standards are recognized as vital social challenges in most emerging economies. The establishment of customer focus as an important strategic capability provides opportunities for SME survival, profitability and growth.Originality/valueGenerally, the findings of this research study provide a strong backing to RBV perspective and the proposition that customer-focus and its determinants (i.e. co-creation, networking ties, customer insight and AIM) should be acknowledged as a vital strategic resource for optimizing the performance of SMEs. This research study also provides new knowledge contribution to the present body of knowledge on customer-focus orientation and management literature, particularly in the context of an emerging economy.

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Section: Customer-focus and Sme Financial Performancementioning

confidence: 99%

The impact of customer-focus on the performance of business organizations: evidence from SMEs in an emerging West African economy

Abrokwah-Larbi

2023

AJEMS

View full text Add to dashboard Cite

show abstract

Customer Orientation and Competitor Orientation Influence on the Marketing Performance of Restaurants MSEs in the Buleleng District

Cited by 1 publication

References 5 publications

The impact of customer-focus on the performance of business organizations: evidence from SMEs in an emerging West African economy

The impact of customer-focus on the performance of business organizations: evidence from SMEs in an emerging West African economy

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