Explore the unique of product among the small retailers in Semenyih

Abstract

This purpose of this study is to investigate how that customer orientation and entrepreneurship improve company performance in large multinational organizations, relatively little is known about how these variables affect the small retailers that make up the bulk of a country's economic well-being. This study investigates the potential influence of these factors on the performance of small retailers in Semenyih, as the district has long had a reputation for creativity, innovation, and customer focus. This performance is seen as a two-dimensional concept including the perspective of effectiveness and efficiency. Data for this study was collected through personal interviews through the Google Meet platform. Although customer orientation was found to be positively related to both efficiency and effectiveness. At the same time, these small retailers are found to be suppliers to customers and thus have an indirect effect also on efficiency for small retailing. Overall, the study shows that small retailers emphasize customers and entrepreneurship despite their limited resources. It also emphasizes that this will increase the competitive advantage among themselves. Based on the available information, barriers and future research directions will be addressed.