Customer Orientation and Firm Performance among SMEs in Thailand

Main Article Content

Ratthanan Pongwiritthon
Ronnakrith Noiphan

Abstract

This research aims at studying the relationship between customer orientation and firm performance among
Thai SMEs. In addition, this research also investigates the moderating effect of marketing information system
and managerial attitudes that influence the relationship between customer orientation and firm performance
among Thai SMEs. Questionnaire was used to collect data. Sample of this research is two hundred and twenty
two SMEs of the northeastern region of Thailand. Results show that customer orientation is positive significant
relevant with firm performance among Thai SMEs. The researchers also found out that marketing information
system and managerial attitude are related to each other in order to adopt the strategy to achieve competitive
advantages of Thai SMEs in a turbulent business environment.

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Section
Research Article