Rural entrepreneurship: Reviewing customer research through a standard operating procedure

The paper addresses the use of standard operating procedures as a key component to customer acquisition founded on assessment of research papers. It illustrates the application and importance of a standard operating procedure from different perspectives whilst emphasizing its critical relevance to customer research in small and medium sized enterprises in rural areas. The paper depicts how standard operating procedure, if understood by rural situated small and medium sized enterprises can be utilized as a component of a well-organized administration system, market penetrate tool towards sceptic and sensitive customers, and a competitive strategy over market competitors. In many small enterprises there is a basic lack of understanding as to what quality controls are necessary, let alone how to implement them. Standard operating procedures are prescribed forms that explain how a person or businesses perform a task. Standard operating procedures provide a step-by-step set of how-to instructions to the person or persons performing a specific task. Each standard operating procedure should be specific enough to be clear and understandable, but flexible enough to be useful. Standard operating procedures also define expected practices in an industry where quality standards exist. The customer service logic perspective argues that value is not created by the enterprise rather value is equally created by the interaction between the service or product offer and the customer. It is for this reason, information on customer needs and on how best to serve these needs is best obtained from customers themselves. Customers have more knowledge about the problem and service providers have more information about the solution. This is a main prospect aimed at service providers that drift from rural areas or semi-urban areas to urban areas. In contrast, many rural entrepreneurs are facing numerous difficulties owing to unobtainability of principal services in rural areas of emerging republics. Absence of schooling, monetary constraints, and inadequate practical and theoretical competence make it problematic for rural entrepreneurs to start businesses in rural areas. This paper evaluates the national and international literature on standard operating procedures and customer research. It identifies the different concepts that have emerged globally in standard operating procedures and customer research. The existing literature reviewed reflects upon the development of understanding of the two subjects and compared with the domestic literature available on the same. To build conceptual analysis various national and international reports, articles and papers have been referred. The study indicates the importance of standard operating procedures and brings out certain dimensions that are relevant while acquiring a new customer. In light of these concerns, Internet influence has now transformed rural people. In rural areas adoption of internet is in favour for firms and this influences business internet movement. In addition, as they familiarize to the commercial approach, they must echo the honesty of the business and its commitment to excellence.