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Effect of customer orientation and innovativeness on business performance: a study of small-sized service retailers

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  • Kayhan Tajeddini
  • Myfanwy Trueman

Abstract

While researchers have explored the relationship between customer orientation and innovativeness with business performance in different organisations, such studies in small-sized service retailers are scarce. This study investigates potential influences of these two variables on small-sized service retailer performance. Data for this study were collected through personal interviews from 174 Swiss small-sized service retailers to examine the interrelation between innovativeness, customer orientation and service business performance dimensions (i.e., profit goal achievement, sales goal achievement and ROI achievement). The findings are mixed with prior research, but provide a new insight by exploring customer orientation and innovativeness, and how these factors impact upon the performance of small-sized service retailers. In the light of existing literature, the implications of our findings for service managers and owners, the study's limitations and future research directions are subsequently addressed.

Suggested Citation

  • Kayhan Tajeddini & Myfanwy Trueman, 2008. "Effect of customer orientation and innovativeness on business performance: a study of small-sized service retailers," International Journal of Entrepreneurship and Small Business, Inderscience Enterprises Ltd, vol. 6(2), pages 280-295.
    • Handle: RePEc:ids:ijesbu:v:6:y:2008:i:2:p:280-295
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    Citations

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    Cited by:

    1. Stefan (Matei) Adriana & Bratasanu (Lupu) Simona, 2020. "Integration Of The Romanian Tourism Entrepreneurship On The European Tourism Market," Management Strategies Journal, Constantin Brancoveanu University, vol. 49(3), pages 54-61.
    2. Tajeddini, Kayhan & Elg, Ulf & Trueman, Myfanwy, 2013. "Efficiency and effectiveness of small retailers: The role of customer and entrepreneurial orientation," Journal of Retailing and Consumer Services, Elsevier, vol. 20(5), pages 453-462.
    3. Peljko Žiga & Jeraj Mitja & Săvoiu Gheorghe & Marič Miha, 2016. "An Empirical Study of the Relationship between Entrepreneurial Curiosity and Innovativeness," Organizacija, Sciendo, vol. 49(3), pages 172-182, August.
    4. Tajeddini, Kayhan, 2010. "Effect of customer orientation and entrepreneurial orientation on innovativeness: Evidence from the hotel industry in Switzerland," Tourism Management, Elsevier, vol. 31(2), pages 221-231.
    5. Flavia Dana Oltean, 2013. "An Exploratory Research Regarding Customer Orientation And Performance In Hospitality Industry," Annals - Economy Series, Constantin Brancusi University, Faculty of Economics, vol. 4, pages 77-84, August.
    6. Muhammad Akmal & Khawaja Khalid Mehmood, 2020. "A systematic review of the literature on innovative work behavior," IBT Journal of Business Studies (JBS), Ilma University, Faculty of Management Science, vol. 16(2), pages 84-102.

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