Abstract/Description
This study investigates on proactive customer orientation and responsive customer orientation among business units operating in the technology, information, communication and entertainment (TICE) industry of Malaysia. The impact of the demographic factors of these business units on proactive and responsive customer orientation is examined. The results revealed that the business unit size has statistically significant impact on the variables of interest. The difference in t he business unit size based number of employees has an influence on both the proactive and responsive constructs. In contrast, the difference in the business unit size based on the amount of annual sales turnover only influences the proactive constructs. There was also a pattern business units with higher annual sales turnover tend to have lower means for responsive and proactive customer orientation, and vice versa. The specific industry type and business unit age had no effect on proactive customer orientation nor responsive customer orientation.
Session Theme
Parallel Session-Track: Marketing Strategy
Session Type
Event
Session Chair
Dr. Yusniza Kamarul Zaman
Start Date
19-12-2016 3:00 PM
End Date
19-12-2016 3:30 PM
Recommended Citation
Lee, C., & Ha, N. C. (2016). Parallel Session: The impact of industry type, business age and size on proactive and responsive customer orientation (Market Strategy). International Conference on Marketing. Retrieved from https://ir.iba.edu.pk/icm/2016/day1/14
Included in
Business Administration, Management, and Operations Commons, Business and Corporate Communications Commons, Marketing Commons
Parallel Session: The impact of industry type, business age and size on proactive and responsive customer orientation (Market Strategy)
This study investigates on proactive customer orientation and responsive customer orientation among business units operating in the technology, information, communication and entertainment (TICE) industry of Malaysia. The impact of the demographic factors of these business units on proactive and responsive customer orientation is examined. The results revealed that the business unit size has statistically significant impact on the variables of interest. The difference in t he business unit size based number of employees has an influence on both the proactive and responsive constructs. In contrast, the difference in the business unit size based on the amount of annual sales turnover only influences the proactive constructs. There was also a pattern business units with higher annual sales turnover tend to have lower means for responsive and proactive customer orientation, and vice versa. The specific industry type and business unit age had no effect on proactive customer orientation nor responsive customer orientation.
