Pages: 13-24

Abstract

The purpose of this research is to investigate the relationship between entrepreneurial ‎attitude and market orientation and the enterprise performance with regard to the ‎mediating role of customer participation in Mammut industrial group in Tehran. This ‎research is descriptive survey in terms of method and in terms of collecting data it is ‎correlational and in terms of research objective it is applied. This research consisted of ‎‎7 hypotheses and the questionnaire was used for data collection. the reliability ‎coefficient for the questionnaires was reliable. The statistical population of this ‎research consisted of all managers and supervisors working in Mammut Industrial ‎Group in Tehran, whose number was 120 people. One-hundred and five persons were ‎selected as the sample of the study who were selected by the stratified random ‎sampling. According to the KMO and Bartlett test, the research data were sufficient ‎and for this purpose, the factor analysis technique and structural equation-modeling test ‎were used to investigate the research hypotheses and PLS software was utilized. The ‎findings show that there is a significant relationship between the entrepreneurial ‎attitude and customer participation and the enterprise performance. There is a ‎significant relationship between the market orientation and customer participation and ‎the enterprise performance. There is also a significant relationship between the ‎customer participation and the enterprise performance. Therefore, it is possible to ‎understand the role of customer participation in the relationships under study‎.