This study examined the significance of market oriented behaviour on favourable business reputation in small and medium service firms via a cross-sectional survey research design. Data was collected quantitatively from 174 stratified and proportionately determined firms and from 522 purposively selected respondents. Interesting findings from multiple regression analyses reveal that, CO proved to significantly contribute to business reputation in small firms but not in medium service firms. Apparently mid-size service firms lacked ability to deal with their customers’ one at a time. Thus, to achieve high reputational positions, medium service firms are recommended to collect, make sense an
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