Small and medium-sized enterprises (SMEs) play a crucial role in economic development and an inclusive society; hence, understanding the factors that influence customer perspective is essential for their growth and sustainability. The current study examined the effect of motivation propensity, opportunity pursuit and business reputation on the customer perspective of SMEs. A cross-sectional survey design was employed, and data were collected from 343 owner-managers of SMEs in Lagos State. Multiple regression analysis was used to analyse the data. The results showed that business reputation had a significant positive effect on customer perspective, and motivation propensity partially influenced this relationship. These findings suggest that SMEs should focus on fostering a culture of motivation and building a strong business reputation to enhance customer perspective and ultimately, their overall performance. Conclusion and recommendations for SME owners, managers, and policy-makers are discussed.
Author
(s) Details
MAGAJI, Nanle
Business Administration & Marketing, Babcock University, Ilishan-Remo,
Nigeria.
OLAFENWA, Abiodun
Taiwo
Ronik Polytechnic, Ejigbo, Nigeria.
AKINTUNDE, Afolashade
F.
Liberty University, Atlanta, Georgia.
Please see the book here:- https://doi.org/10.9734/bpi/nabme/v7/5211
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