Customer-Firm Interaction and the Small Firm: Exploring Individual, Firm, and Environmental Level Antecedents

Authors

  • Saurabh Srivastava University of North Texas
  • Anat BarNir University of North Texas

Abstract

Customer-firm interaction (CFI) has been extensively studied in the past for its effects on customer satisfaction, new product success, and firm performance.  Research on the factors that facilitate or inhibit firms from interacting with their customers, however, is sparse. In this paper, we explored individual, product/service, and environmental factors that influence customer-firm interaction. Analyses are based on data from 172 small firms. Findings suggest that significant association exists between CFI and numerous individual, firm, and environmental factors, supporting the notion that in entrepreneurial and small firms CFI is used in a strategic fashion, to support market position. A set of post-hoc analyses showed that CFI antecedents vary by context such as entrepreneurs’ gender, experience, or firm performance. Results, their implications, and future research opportunities are discussed.

Customer-firm interaction (CFI) has been extensively studied in the past for its effects on customer satisfaction, new product success, and firm performance.  Research on the factors that facilitate or inhibit firms from interacting with their customers, however, is sparse. In this paper we explored individual, product/service, and environmental factors that influence customer-firm interaction. Analyses are based on data from 172 small firms. Findings suggest that significant association exists between CFI and numerous individual, firm, and environmental factors, supporting the notion that in entrepreneurial and small firms CFI is used in a strategic fashion, to support market position. A set of post-hoc analyses showed that CFI antecedents vary by context such as entrepreneurs’ gender, experience, or firm performance. Results, their implications, and future research opportunities are discussed.

Author Biographies

  • Saurabh Srivastava, University of North Texas

    Ph.D. Candidate

    Department of Management

  • Anat BarNir, University of North Texas

    Associate Professor

    Department of Management

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Published

2016-05-19

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Vol. 26 No. 2 (2016)

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Customer-Firm Interaction and the Small Firm: Exploring Individual, Firm, and Environmental Level Antecedents. (2016). Journal of Small Business Strategy (archive Only), 26(2), 23-50. https://libjournals.mtsu.edu/index.php/jsbs/article/view/542