Developing Customer-Based Marketing Strategies for Sustainable Business Growth

Abstract

This study aims to examine the role of customer-based marketing strategies in promoting sustainable business growth. In today’s competitive and customer-driven business environment, firms are increasingly required to focus on long-term value creation rather than short-term transactional outcomes. Using a quantitative research design, data were collected from 100 small and medium-sized enterprises (SMEs) through a structured questionnaire. The data were analyzed using Structural Equation Modeling (SEM) to test the relationship between customer-based marketing strategies and sustainable business growth. The results reveal that customer-based marketing strategies have a significant and positive effect on sustainable business growth. Firms that emphasize customer orientation, relationship marketing, and personalized engagement are more likely to achieve higher levels of customer retention, stable revenue growth, and long-term competitiveness. The findings also indicate that customer-based marketing strategies explain a substantial proportion of the variance in sustainable business growth, highlighting their strategic importance for SMEs operating in dynamic markets. This study contributes to the marketing literature by providing empirical evidence on the effectiveness of customer-centered strategies in supporting business sustainability. Practically, the findings offer valuable insights for managers and policymakers in designing marketing strategies that prioritize customer value and long-term growth.