Impact of marketing communication and information sharing on the productivity of India's small and medium-sized businesses (SMEs)

Abstract

The purpose of this research is to investigate the influence that marketing communication and information sharing have on the performance of businesses. The relationship between marketing communication, information sharing, client retention, and personalization, as well as the success of the firm, is investigated in this approach. In this research endeavour, a questionnaire was the instrument of choice for data collecting. A questionnaire was constructed with the help of previously discovered scale items relevant to marketing communication, information sharing, customer retention, personalization, and business performance. This led to the development of the questionnaire. The staff members of India's small and medium-sized firms (SMEs) each received one of the 500 questionnaires that were handed out to them. Partial Least Square was the statistical tool that was used to do the analysis of the data (PLS). It has been discovered that effective marketing communication has a beneficial effect on the retention of existing customers, which in turn leads to improved company performance. Additionally, the exchange of information has a beneficial effect on customisation, which ultimately leads to the performance of the company.