Effect of marketing communication and information sharing on performance of small and medium-sized enterprises (SMEs) in Thailand

Abstract

The objective of this study is to examine the role of marketing communication and information sharing in firm performance. In this direction, the relationship between marketing communication, information sharing, customer retention, customization and firm performance is examined. A survey instrument was preferred in this study for data collection. A questionnaire was designed by using already revealed scale items related to the marketing communication, information sharing, customer retention, customization and firm performance in previous studies. 500 questionnaires were distributed among the employees of small and medium-sized enterprises (SMEs) in Thailand. Data were analyzed by using statistical tool; Partial Least Square (PLS). It is found that marketing communication has positive effect on customer retention which further lead to the firm performance. Additionally, information sharing has positive effect on customization which lead to the firm performance. Therefore, marketing communication and information sharing has central importance to promote SMEs performance.