Customer Orientation and Marketing Innovation Among Small and Medium Enterprises (SMEs) in Yobe State, Nigeria

Jummai Mamman, Samson Agatha, Jamila Lawal Yakubu, Ibrahim Mohammed Jirgi


The study investigated the effect of customer orientation on marketing innovation among SMEs in Yobe State, Nigeria. The study adopted cross-sectional survey design. The target population was 363 participants who were either SMEs owners or managers. The sample size was 190 respondents. The main research instrument was questionnaire. Data was analyzed using linear regression analysis. The study found that customer orientation significantly explains 25.6% of the total variance in marketing innovation (Adjusted R2=0.256, p=0.000). The study concluded that customer orientation significantly affects marketing innovation. The study recommended that SMEs in Yobe State should employ well planned and mechanized way of handling customer complaints, customer satisfaction level and gather customer demographic characteristics using market research survey with the intent of meeting customers’ needs and demands.

Keywords: customer orientation, marketing innovation, SMEs, Yobe State, Nigeria.

DOI: 10.7176/EJBM/11-21-18

Publication date:July 31st 2019

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ISSN (Paper)2222-1905 ISSN (Online)2222-2839

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