Relationship Investigation between Entrepreneurial Attitude and Market Orientation, Considering Consumers' Engagement Mediation
Fatemeh Ahmadi, Abas Monavariyan, Mohammad Reza Zandi Manesh
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.