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Impact Of Customer Orientation On Small And Medium Scale Enterprise Performance In Ekiti State
- * Corresponding Author
- OLANREWAJU T. D. * Ekiti State University
- FOLORUNSO T. J. Ekiti State University
- Received June 2025, 1st Revision July 2025, Accepted August 2025, Published online: October 2025
Abstract
The study examined the impact of customer orientation on the performance of small and medium scale enterprise in Ekiti State. The specific objectives are to: determine the effect of customer focus on the performance of small and medium scale enterprise; examine the effect of customer responsiveness on the performance of small and medium scale enterprise; examine the effect of customer responsiveness on the performance of small and medium scale enterprise and determine the effect of customer response on the performance of small and medium scale enterprise.
A descriptive survey research design was adopted for the study. The entire small and medium scale enterprise in Ekiti State form the study population. The sample size was 313 which were selected through Yamane sampling formula. Primary data used for the study were gathered through structured questionnaire. Questionnaire was used to elicit information from the target respondents. Data gathered were analyzed using regression model.
The result showed that customer focus positively affect the performance of small and medium scale enterprise; furthermore, it showed that customer responsiveness affect the performance of small and medium scale enterprise positively; moreso, it showed that customer analysis affect the performance of small and medium scale enterprise positively and finally, it showed that customer response affect furthermore, it showed that customer responsiveness affect the performance of small and medium scale enterprise positively; positive. Thus, it concluded that customer orientation positively affects the performance of small and medium scale enterprise from which the recommendation was made.
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KEYWORDS: customer responsiveness, customer analysis, smes