The impact of voice of customer marketing on performance of SMEs with mediator role of organization's resources and capabilities and competitive advantage (Case study: Rasht industrial town) Malekakhlagh Esmaeila, Akbari Mohsena, Naseri Saharb,* aAssistant Professor, University of Guilan, Rasht, Iran bMaster Student, Business Management, University of Guilan, Rasht, Iran *Corresponding author
Online published on 16 February, 2015. Abstract Gaining higher performance is an objective that organizations seek through various ways. One of these ways is emphasizing on marketing activities. Today, traditional marketing techniques are ineffective. Thus, voice of customer marketing is introduced to the world. Because of this, the current research aims to examine the impact of voice of customer marketing on performance of SMEs with mediator role of competitive advantage and strategic orientation. 100 questionnaires were contributed to the managers of SMEs in Rasht industrial town. Smart PLS was employed to analyze data. Analyses show that voice of customer marketing has direct impact on performance of SMEs and there is a positive and significant relationship between voice of customer marketing, competitive advantage and strategic orientation, and strategic orientation itself also has an impact on performance. Top Keywords Voice of customer marketing, performance, resources, capabilities, competitive advantage. Top |