Although the tourism industry in Albania has had an impressive growth in the last years, it is currently facing several challenges. This study examines the determinants of Albanian tourism small and medium-sized enterprise (SME) performance. More specifically, the direct effects of customer orientation (CO) on performance and its indirect effects mediated by innovativeness and innovation behavior are investigated. Quantitative data from a survey conducted on 211 Albanian tourism SMEs, together with qualitative information gathered from personal interviews, are considered. Results indicate that CO has a direct positive impact not only on performance but also on both innovativeness and innovation behavior. However, none of these two dimensions of innovation play a mediating role in the relationship between CO and performance. Implications from these findings are discussed.

中文翻译：

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阿尔巴尼亚的客户导向和中小型企业绩效：以创新和创新行为的中介作用为例

尽管阿尔巴尼亚的旅游业在过去几年中取得了令人瞩目的增长，但目前正面临一些挑战。本研究考察了阿尔巴尼亚旅游业中小企业的绩效的决定因素。更具体地说，研究了以客户为导向（CO）对绩效的直接影响以及由创新和创新行为介导的间接影响。考虑了对211家阿尔巴尼亚旅游业中小企业进行的调查的定量数据，以及从个人访谈中收集的定性信息。结果表明，CO不仅对绩效有直接的积极影响，而且对创新性和创新行为也有直接的积极影响。但是，创新的这两个方面都没有在CO和绩效之间的关系中起中介作用。