Marketing Practices and Competitiveness of Small-Scale Motorcycle Dealerships: The Mediating Role of Operational Challenges in Koronadal City, South Cotabato

This study examined the relationship between marketing practices and competitiveness among small motorcycle dealers in Koronadal City, South Cotabato, with operational challenges examined as a mediating variable. A quantitative descriptive-correlational design was employed. Data were collected through a researcher-made, validated structured questionnaire administered to 11 owners or managers of small motorcycle dealerships selected through convenience sampling. Descriptive statistics were used to assess dealership profiles and the levels of marketing practices, competitiveness, and operational challenges, while Pearson correlation and mediation analysis using the PROCESS macro for SPSS were employed to examine the hypothesized relationships. Results showed that marketing practices, competitiveness, and operational challenges were generally rated at an Agree level. Marketing practices were significantly and positively related to operational challenges (r = .732, p = .010) and competitiveness (r = .815, p = .002). Operational challenges were also significantly and positively related to competitiveness (r = .689, p = .018). Mediation analysis indicated a significant indirect effect of marketing practices on competitiveness through operational challenges (B = 0.29, 95% CI [0.12, 0.49]), while the direct effect remained significant (B = 0.52, p = .004), indicating partial mediation. The findings highlight the importance of aligning marketing practices with effective operational management to strengthen competitiveness among small motorcycle dealerships.