The effect of customer orientation on business growth among exporting firms in ghana.

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Less research has been done on the simultaneous effects of customer orientation and customer relationship orientation on innovativeness and success in export markets, particularly in Ghana. This study looked at how customer orientation affected business growth among exporting companies in Ghana's Greater Accra area. Descriptive research was used in this study. 15 exporting businesses in the Greater Accra area were taken into account. One hundred and fifty (150) respondents were made the sample size, with ten respondents drawn from each of the fifteen exporting companies in the area. Version 26 of Statistical Package for the Social Sciences (SPSS) was employed as the statistical software for this investigation, and regression analysis was applied. The study discovers that while there was no measurable influence of customer orientation on sales turnover among exporting firms, there was a discernable footprint of customer orientation on the sales turnover of the exporting firms when firm size and type of industry were moderated. This study also shown that the Greater Accra region's exporting enterprises' return on investment is significantly impacted by client orientation alone. Accordingly, the report advises that, if they want to maximize their return on investments, all stakeholders of exporting enterprises in Ghana's Greater Accra region, regardless of their size or kind of sector, should pay close attention to client orientation. However, stakeholders should also be aware that client orientation does not, by itself, have an impact on the expansion of exporting enterprises' sales. Additionally, this study recommends that additional studies be carried on implications of customer orientation on sales and ROI of e-commerce of exporting businesses located in Ghana's other regions besides the Greater Accra region.
A Thesis submitted to the Department of Marketing and Corporate Strategy, Kwame Nkrumah University of Science and Technology KNUST School of Business, Institute of Distance Learning.