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Title:	Effects of supporting agency relationship orientations and innovation orientation on firm sustainability
Authors:	Hasnan Md. Aris (ZP01360)
Supervisor:	Nor Asiah Omar, Prof. Dr.
Keywords:	Marketing Entrepreneur Universiti Kebangsaan Malaysia -- Dissertations Dissertations, Academic -- Malaysia
Issue Date:	25-Aug-2021
Description:	Studies on relationship orientation have surged significantly ever since the relationship marketing evolve. Apparently, relationship marketing is in vague since it was introduced in the early ‘90s. Despite having this issue, most entrepreneurs and business enterprises profess to do it in better ways to enlighten the ambiguity. As such, in the effort to counter this issue, small and medium enterprises (SMEs) play a significant role to ensure relationship marketing activities, particularly relationship orientation, that can contribute to every country’s economic development, social uplifting, and political stability. The main outcome of this study is the sustainability of Bumiputera’s SME that received supports from entrepreneurial supporting agencies, particularly Majlis Amanah Rakyat (MARA). Although various and continuous hand-holding schemes and programmes are given by supporting agencies to help Bumiputera’s SME to sustain in the market, the impact of such a relationship between supporting agency and entrepreneur is still not clear. Thus, this study aims at enhancing symbiotic and synergistic relationships between entrepreneurs and the supporting agency by focusing on the role of supporting agency from the relationship marketing perspective. Despite the relationship orientation issue, the issue of low innovation and low sustainability among Bumiputera’s SME are also considered. This main study objective is examining the supporting agency relationship orientation effect on firm sustainability: the relationship strength and innovation orientation as moderator and mediator, respectively. In line with the objectives and based on hypotheses and theoretical testing, this study adopts the positivist research paradigm, since it uses quantitative method and questionnaires as its main instrument. A total of 228 usable responses from various Bumiputera’s SME of MARA, who patronizes the firms, have been collected from the business owners located in Kuala Lumpur and Klang Valley, Selangor areas. The proposed hypotheses were tested using Partial Least Squares Structural Equation Modelling (PLS-SEM) analysis, which associates relationship orientation (RO), innovation orientation (IO), relationship strength (RS) and firm sustainability (SUST). The hypotheses testing has been divided into three categories, namely direct effect, interacting or moderating effect, and mediating effect. For the direct effect, out of five (5) hypotheses, four (4) are fully supported whereas the remaining one (1) hypothesis is not supported. For the moderating effect, there are two (2) moderating effects tested in this study. However, both hypotheses are not supported. Finally, for the mediating effect, there are also two (2) hypotheses being tested and both are partially supported. From a theoretical perspective, Relationship Marketing Paradigm, Institutional Theory, Resourced-Based View, and Social Exchange Theory have been used in explaining critically proposed hypotheses. While from the practical perspective, it is expected to provide a significant contribution to the industry as most Bumiputera’s SME in Malaysia are usually supported by various SMEs development programmes from various agencies. Thus, the findings of this empirical research are expected to create awareness among supporting agency and entrepreneurs to work on synergistic and win-win relationship as well as strategic approach to remain competitive, relevant, and sustainable in the market.,Ph.D
Pages:	230
Publisher:	UKM, Bangi
Appears in Collections:	Faculty of Economy and Management / Fakulti Ekonomi dan Pengurusan

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