PROVING THE ROLE OF ENTREPRENEURIAL MARKETING IN HANDLING COMPLAINTS AND ITS IMPACT ON IMPROVING MARKETING PERFORMANCE IN SMES INDUSTRY
Abstract
The aims of this research is to contribute the literature and conceptual models on the effect of entrepreneurial marketing on complaint handling, as well as to provide empirical evidence on the importance of entrepreneurial marketing and complaint handling in improving marketing performance. The sample of this research is SMEs in handicraft sector in Rembang, Central Java. The number of samples studied was 200 samples. The sampling technique used purposive sampling. The sample criteria are SMEs that have been running a business for at least 3 (three) years. This is because in measuring the dimensions of marketing performance there are a number of indicators of marketing performance achievement levels each year, at least for at least 3 years the marketing performance of these SMEs can be known. This study develops 4 hypotheses, and shows the results that entrepreneurial marketing has a significant effect on complaint handling and marketing performance. Complaint handling has a significant effect on marketing performance and is able to act as a mediator between entrepreneurial marketing and marketing performance. The results of this study indicate that the way customer complaints are very important. Therefore, business actors must pay attention to this variable.References
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