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

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.