Effect of Customer Performance on the Relationship between Financial Performance and Entrepreneurial Marketing

Abstract

This descriptive survey research was conducted to investigate the effect of customer performance on the relationship between financial performance and entrepreneurial marketing. The population of the study was comprised of all the greenhouse keepers in the county of Jiroft in Kerman Province (N = 1022). According to the table proposed by Bartlett et al. (2001), a sample size of 246 was selected using a stratified random sampling method. The data were collected through standard questionnaires and analyzed with the Structural Equation Modeling (SEM) multivariate technique, using AMOS20 software. The bootstrapping method was used for testing the mediating effect. The results showed that entrepreneurial marketing has a positive and significant effect on financial performance (ρ-value = 0.001, β = 0.66); it explained about 44 percent of its variances. In addition, as the results indicated, the sum of the indirect effects of entrepreneurial marketing on financial performance through the variable of customer performance was significant (ρ-value = 0.001, β = 0.214), and customer performance partially mediated the effect of entrepreneurial marketing on financial performance.

Keywords

• customer performance
• entrepreneurial marketing
• financial performance
• greenhouse businesses