Customer Orientation and Performance of Women‐Owned Businesses: A Configurational Approach

The present research aims to improve the current understanding of the relationship between customer orientation and performance of women‐owned businesses. This study proposed that risk‐taking and financial capital are vital moderating factors of this relationship. Additionally, the study postulates that new insights can be unearthed by combining these factors with customer orientation in a three‐way interaction model. Using a sample of 264 women entrepreneurs, the results showed that (a) customer orientation is positively associated with the performance of women‐owned businesses, (b) the association is significantly moderated by both risk‐taking and financial capital, and (c) a more detailed understanding of the association is provided by the three‐way interaction of customer orientation, risk‐taking, and financial capital.