The role of market complexity, skills and perceived usefulness on the marketing support services

This study aims to examine the relationships between managing market complexity,
skills, and frequency of usage of marketing support services. The research was conducted through a
structural equation modeling using data from 67 SMEs that operate in Malaysia. To analyze and
interpret the result, a measurement model and a structural model were utilized for the main
constructs – managing market complexity, skills, perceived usefulness, and the usage of marketing
support services. This study found that owners, who are facing difficulties in managing their
businesses, which are focused on market complexity, are more frequent users of the marketing
support services. In terms of skills, SMEs with longer experience are lesser users of the marketing
support services. The results from the moderator analysis failed to validate that perceived usefulness
affects the relationship between managing market complexity and the frequency of usage as well as
skills. The results of this study can prove to SMEs that frequent use of marketing support services
can help in dealing with market complexity. The role of perceived usefulness should not be sidelined
by service providers as it may have a negative impact in the long run. The findings will be of interest
to researchers, policy makers, and service providers.