Customer Orientation and Firm Performance among Nigerian Small and Medium Scale Businesses

The study examines the relationship between customer orientation and firm performance among the small andmedium scale businesses in Nigeria. Besides, the study also investigates the moderating effect of marketinginformation system and managerial attitudes on the relationship between customer orientation and firmperformance. Nigeria small and medium business represents the sample of the study. Data was collected usingquestionnaire survey approach. Two hundred and twenty two Nigerian businesses participated in this study.Results of this study indicated that there was a positive and significant relationship between customer orientationand firm performance in the context of Nigerian small and medium scale business. The result also revealed thatmarketing information system and managerial attitude moderated the relationship. The outcome of this studyprovides very important information from a developing country perspective on the need for small and mediumscale businesses to adopt customer orientation as a survival and competitive strategy towards achieving customeradvantage in a turbulent business environment.