Nexus Between Digital Communication Platforms and Sales Performance in Bangladeshi SMES: Customer Orientation as Mediating Variable

Objectives: The objective of this paper is to examine the impact of digital communication platforms on sales performance in small and medium-sized enterprises (SMEs) in Bangladesh where customer orientation acts as mediating effect. Theoretical Framework: B2B sales can achieve competitive advantage through the strategic utilization of digitalization technologies where relationship marketing theory emphasizes the importance of fostering long-term customer relationship through customer oriented practice. Methods: A structured survey was implemented to gather data from 100 small and medium-sized enterprises (SMEs) in Bangladesh. A survey was conducted to evaluate the utilization of digital communication platforms, consumer orientation, and sales performance. The variables were tested using multiple regression analysis and the sobel test was employed to determine the relationships among them. Results: The results of the study highlighted the significance of digitalization in the B2B sales process for SMEs. However, SEO was seen to have a direct impact on B2B sales performance, while social media, email, and mobile marketing exhibited a substantial indirect influence. Additionally, customer orientation substantially mediated the indirect relationships to sales performance Implications: Managers, academicians, policymakers, and business support organizations may use training and support programmes that promote the appropriate use of digital tools in SMEs. Originality value: The study enhances the sales performance of Bangladeshi SMEs by offering empirical evidence regarding the mediating role of customer orientation in fostering business success in emerging markets.