2023
DOI: 10.53615/2232-5697.12.203-223
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Linking Customer Focus and Competitive Advantage: The Mediation of Transformational Leadership

Tryson Yangailo

Abstract: Purpose: The empirical studies that have been conducted to determine the nature of the relationship between customer focus and competitive advantage have revealed that customer focus fosters competitive advantage; however, none of the studies attempted to include a contingency variable to gain more insight into the nature of this relationship. To fill this gap, this study was carried out in order to further investigate this link by introducing 'transformational leadership' as a contingency variable.  Stu… Show more

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