Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


Service Innovation, Firm Location and Pricing Orientation of Smes Automobile Services

Author(s): Collins Kankam Kwarteng, Peter Sarpong and Stephen Acheampong

This paper sought to investigate the relationship between service innovation, firm location and pricing orientation of the SMEs automobile service sector Ghana. Participants were selected from the SMEs automobile service firms. Data were collected from 272 firms based on willingness to participate. ANOVA was conducted to measure the entire hypothesized path; between service innovations, firm location and pricing orientation. The study found a statistically significant relationship between service innovation and pricing orientation and firm location and pricing orientation. Firm location did not have moderating significance in the relationship. This study has provided grounds of the relevance of innovations in the context of designing effective pricing orientations for SMEs service firm’s operational outcomes.

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