Acta Univ. Agric. Silvic. Mendelianae Brun. 2011, 59, 195-202
Published online 2014-01-26

Competitiveness of firms, performance and customer orientation measures – empirical survey results

Alena Klapalová

Masarykova univerzita, Ekonomicko-správní fakulta, Katedra podnikového hospodářství, Lipová 41a, 602 00 Brno, Česká republika

The purpose of this paper is to presents results from two empirical surveys concerning selected factors which can be connected to customer orientation, performance and competitiveness of firms. The purpose of the surveys was also to reveal potential differences between sectors arising from not only the different influences of internal but as well as external environment. A survey instrument was developed to analyse the relationship between several variables measuring customer orientation of surveyed firms and between these factors and level of financial performance. Several statistical methods were applied to analyse the data, specifically descriptive statistics (means and standard deviations), one-way analysis of variance (ANOVA) with Bonferroni post-hoc test using financial performance for clustering firms and for assessment of potential differences of customer orientation criteria evaluation and Spearman rank correlation coefficients to assess the linear bivariate relationship between customer orientation variables. The results of ANOVA show that only the innovativeness is distinctive distinguishing criteria in conformity with the indicators of financial prosperity and that there are some differences between companies from two groups of sectors within the managers’ perception of customer orientation criteria performance.


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