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International Journal of Economics & Management Sciences

.: Home > International Journal of Economics & Management Sciences > 2012 > Volume 2 Number 3 > Olalekan Asikhia (Ph.D)¹ and Olakunle Binuyo (Ph.D)²

Competitive Intensity as a Moderator in Customer Orientation – Performance Relationship In Nigeria

Olalekan Asikhia (Ph.D)¹ and Olakunle Binuyo (Ph.D)²
¹ Associate Professor of Marketing and Strategic Management, Department of Business and Marketing Babcock Business School, Babcock University, Ilishan Remo, Ogun State, Nigeria. ² Lecturer,Department of Business and Marketing, Babcock Business School, Babcock University, Ilishan Remo Ogun State, Nigeria
Abstract :

Customer orientation has been said to involve the analysis of customers’ needs, and responsiveness of organization to such needs. Some researchers have raised the issues of the impact of environmental forces on organizational performance, to establish this empirically, the study looks at the relationship between customer orientation and firm performance of some randomly selected firms in the Nigerian economy. Structured questionnaire were distributed to officers responsible for the strategic direction of the firms and the resultant data was subjected to descriptive statistical analysis, analysis of variance, correlation and regression analysis. The results obtained show that competitive intensity affect customer orientation -firm performance relationship. The policy implication of this finding was also discussed and recommendations advanced. 

Keywords :
Customer orientation, Competitive intensity, Firm Performance, Nigeria

Date Deposited : 01 Jun 2016 20:22

Last Modified : 01 Jun 2016 20:22

Official URL: http://www.omicsonline.com/

Volume 2, Number 3, March 2012 , ISSN 2162-6359

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