The Effect of Marketing Innovation on Customer Solution Performance in Ethiopian Ict Business Market
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Date
2023-03
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Addis Ababa University
Abstract
This study investigated the effect of marketing innovation on customer solution performance in ICT business-business market. A cross-sectional data was collected from matched 84 ICT solution customers firms in Ethiopia referred by solution providers randomly selected from a list of 148 registered their ICT solution provider firms. Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed to analyses the collected data from the survey questionnaire using IBMS SPSS 21.0 and Smart PLS 4. The study found that retail innovation (β = 0.217; t = 2.053; p < 0.05) has positive and significant effect on customer solution performance in the ICT solutions business market. The study provides valuable insights and guidance for academicians and practitioners on the effect of retail innovation on enhancing the performance of customer solutions in the context of Ethiopian ICT business market. To respond to the merging dynamic ICT solutions business market, ICT solution provider firms should emphasize more on innovative retail strategies such as establishing show rooms and display units to enable solutions demonstrations, and launching internet platforms to enable online ordering by customers important to ensure the performance of ICT solutions
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Keywords
Customer Solution Performance, Marketing Innovation