Customer Orientation and Firm Performance among Nigerian Small and Medium Scale Businesses

Olalekan Asikhia

Abstract


The study examines the relationship between customer orientation and firm performance among the small and
medium scale businesses in Nigeria. Besides, the study also investigates the moderating effect of marketing
information system and managerial attitudes on the relationship between customer orientation and firm
performance. Nigeria small and medium business represents the sample of the study. Data was collected using
questionnaire survey approach. Two hundred and twenty two Nigerian businesses participated in this study.
Results of this study indicated that there was a positive and significant relationship between customer orientation
and firm performance in the context of Nigerian small and medium scale business. The result also revealed that
marketing information system and managerial attitude moderated the relationship. The outcome of this study
provides very important information from a developing country perspective on the need for small and medium
scale businesses to adopt customer orientation as a survival and competitive strategy towards achieving customer
advantage in a turbulent business environment.

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International Journal of Marketing Studies  ISSN 1918-719X(Print) ISSN 1918-7203(Online)

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