The Influence of Customer Orientation, Market Activity, and Store Operation Activity on Performance: Focusing on Small Food Business Owners

Abstract

Objectives: To explore performance influence factors in customer orientation, marketing activity, and store operation activity in small food business owners (excluding temporary food trucks and trolleys) among restaurants to seek support plans for stable business operation for small business owners. Methods/Statistical Analysis: The research subjects were business owners not received small business consulting support from the city of Seoul and data was collected through interviews during the management assessment process. Through SPSS 20.0 statistical program, frequency analysis and regression analysis was done, as well as empirical analysis for mediating effects. Findings: The study results showed that customer orientation and marketing activity had positive relations with store operation activity and store operation activity was also found to have influence on performance. It was found that store operation activity fully mediated customer orientation and marketing activity. Improvements/Applications: For positive performance in small business owners that operate restaurants, there is a viewpoint that store operation activity is very important which means that in the process of advising and consulting small business owners, there is need to suggest the importance and methods of store operation activity.