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Original research ENTREPRENEURIAL MARKETING AND CUSTOMER SATISFACTION OF SMALL AND MEDIUM SCALE ENTERPRISES IN KOGI STATE, NIGERIAPages 171-178
Abstract
The purpose of this study was to explore the relationship between entrepreneurial marketing (EMP) and the performance (customer satisfaction) of Small and Medium Scale Enterprises (SMEs) in Kogi State. The study was conducted on 135 SMEs and the managers of the SMEs served as the respondents for the study. The structural validity was evaluated using Factor analytical tool, which took Kaiser-Meyer-Olkin (KMO) & Bartlett's Test of Sphericity (BTS) into account. The effect of the study's predictors on the observed variable was determined using multiple regression analysis. Finding revealed that the proactive-ness of SMEs has no significant relationship with customer satisfaction. It was also found that risk-taking disposition and innovativeness can effectively enhance customers' satisfaction. Business owners should combine entrepreneurial marketing skill of risk taking and innovation as the mix play a fundamental role in enhancing business performance.
Keywords: Entrepreneurial Marketing, Performance, Innovativeness, Proactive-ness, Risk-Taking.
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Cynthia Unekwu Alogwuja, 
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