Total views : 3260
The Influence of Customer Orientation, Market Activity, and Store Operation Activity on Performance: Focusing on Small Food Business Owners
Objectives: To explore performance influence factors in customer orientation, marketing activity, and store operation activity in small food business owners (excluding temporary food trucks and trolleys) among restaurants to seek support plans for stable business operation for small business owners. Methods/Statistical Analysis: The research subjects were business owners not received small business consulting support from the city of Seoul and data was collected through interviews during the management assessment process. Through SPSS 20.0 statistical program, frequency analysis and regression analysis was done, as well as empirical analysis for mediating effects. Findings: The study results showed that customer orientation and marketing activity had positive relations with store operation activity and store operation activity was also found to have influence on performance. It was found that store operation activity fully mediated customer orientation and marketing activity. Improvements/Applications: For positive performance in small business owners that operate restaurants, there is a viewpoint that store operation activity is very important which means that in the process of advising and consulting small business owners, there is need to suggest the importance and methods of store operation activity.
Customer Orientation, Marketing Activity, Small Business Owners, Store Operation Activity.
- A report of 2014 company birth and death statistic. Available from: https://www.ica.gov.sg/data/resources/docs/Media Releases/SDB/Annual RBD Report 2014.pdf
- John CN, Stanley FS. The effect of a market orientation on business profitability. Journal of Marketing. 1990 Oct; 20–35.
- Day GS. The capabilities of market-driven organizations. Journal of Marketing. 1994; 58(4):37–52.
- Lee DH. Antecedents and consequences of innovativeness and mediating effects of learning orientation: Focused on innovative SMEs. Department of Management Graduate School, Yeungnam University, Republic of Korea; 2006.
- Park SY, Han JH. The effects of organizational service-orientation and employees’ customer orientation on business performance. Kyung Young Non Chong, Republic of Korea; 2005. p. 101–21.
- Shin KS, Yang DW. The empirical study on relationship between entrepreneurship, service orientation and venture’s success in restaurant business. Korea Journal of Business Administration, Republic of Korea. 2007; 20(6):2639–66.
- Arthur PF. Marking the concept work. Harvard Business Review. 1959; 37:55–65.
- McNamara CP. The present status of the marketing concept. Journal of Marketing. 1972 Jan; 36:50–7.
- Yoon SW, Suh GH. Characteristics of small business owners and influence of marketing efforts in startup success. Korean Academy of Marketing Science Spring International Conference; Republic of Korea. 2002. p. 401–42.
- Haswell S, Holmes S. Estimating the small business failure rate- A reappraisal. Journal of Small Business Management. 1989 Jul; 27(3):68–74.
- Reynolds P, Miller B. New firm survival: Analysis of a panel's fourth year. In Brockhaurs RH, Churchill NC, Katz JA, Kirchoff BA, Vesper KH, Wetzel WE, editors. Frontiers of Entrepreneurship Research. Wellesley, MA: Babson College; 1989.
- Vesper KH. New venture strategies, Revised ed. Englewood Cliffs, NJ, US: Prentice Hall; 1990.
- Bin BS, Park JK. An empirical study on the success factors of a small business starting-up. The Asian Pacific Journal of Small Business, Republic of Korea. 2002; 24(3):135–58.
- Lee OG, Jeon JS, Na DS. A study on the influence factors on successful small business start-ups - micro credit received from Seoul credit guarantee foundation. Indian Journal of Science and Technology. 2016 Jun; 9(24):1–9.
- Sommers W, Koc A. Why most new ventures fail (and how others don't). Management Review. 1987; 76(9):35–9.
- Im S, Workman S. The impact of creativity on new product success. Journal of Marketing. 2004; 68(2):114–32.
- Cho JH, Kim CJ. A study on management performance factors on the small and micro business. Korea Journal of Business Administration, Republic of Korea. 2011; 24(3):1757–73.
- Peters TJ, Waterman RH. In search of excellence. New York: Harper and Row, Publishers; 1982.
- Kim KC. Empirical study on relationship marketing hospital service management hypothesis. Journal of Product Research, Republic of Korea. 1997; 16.
- There are currently no refbacks.
This work is licensed under a Creative Commons Attribution 3.0 License.