Abstract

The increasing competitive environment has brought customer orientation and relational marketing to the center of marketing activities.  Although SMEs are considered structurally advantageous for these two approaches, they are not considered to benefit sufficiently. In this study, it is focused on the possible effects of the characteristics of the firms and the characteristics of the managers that can play a role in the customer orientation and relational marketing orientations of SMEs. A quantitative study was conducted on 662 SME’s with the help of a questionnaire. According to the obtained results, it is determined that there may be differences in customer orientation and relational marketing orientation according to some company characteristics and manager characteristics. In addition, it was determined that the relational marketing orientation was strengthened due to the increase in customer focus.