An Examination of the status of competitor orientation and customer orientation of SMEs and Their Relationship with Customer’s Performance A Case Study:Industriesin Ilam Province
Journal Title: International Research Journal of Applied and Basic Sciences - Year 2014, Vol 8, Issue 2
Abstract
The main aim of present study is to examine the relationship of competitor orientation and customer orientation with customer’s performance in small and medium industries of province of Ilam. Method of research is a type of correlative survey. In this study, the relationship of competitor orientation and customer orientation with customer’s performance in small and medium industries of province of Ilam would be examined. Population of the study consists of small and medium industries in province of Ilam with 141 samples using relative stratified random sampling method. The questionnaire was applied for data gathering. A Cronbach’s alpha coefficient of 0.8636 was obtained for the questionnaire. Research data was analyzed using LIZREL and at the level of descriptive statistic, frequency percentage, and column chart and at the level of inferential statistic, structural equations were used. The findings of research indicate that two hypotheses of the research are confirmed. Therefore, competitor orientation and customer orientation of SMEs have a positive significant relationship with increasing performance of customer.
Authors and Affiliations
Ali Reza Mahmoodean| Student of Master of business Administration-Marketing In Islamic Azad University Kermanshah branch, email: Mahmodean8277@yahoo.com, Yasan Allah Poor Ashraf| Assistant Professor in Management Department of Ilam University, Seyed Reza Hassani| Assistant Professor of Management Department in Islamic Azad University Kermanshah branch
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