The impact of customer value proposition on the performance of SMEs Evidence from Ghana
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Abstract
This study aims to empirically investigate the impact of customer value proposition (CVP) on the performance of SMEs from a resource-based view (RBV) and dynamic capabilities (DC) perspective. A survey approach was employed in this study to gather data from 225 SME respondents who were on the registered list of the Ghana Enterprises Agency (GEA) in the Eastern Region of Ghana. Structural equation modeling (SEM)—path analysis was employed to estimate the impact of CVP on the performance of SMEs. The analysed data confirms that CVP has a significant impact on financial performance, customer performance, internal business process performance, and learning and growth performance in the case of SMEs in Ghana. This study establishes the significance of the CVP approach in achieving financial performance, customer performance, internal business process performance, and learning and growth performance through the application of CVP determinants, which include internal marketing orientation, value co-creation, and big data analytics capability.
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