Managerial Information Use and Innovation in Service Microenterprises: Implications for Learning, Competence Development, and Quality Improvement

Managerial learning and competence development are important for service microenterprises seeking to use business information effectively, adopt innovations, and improve their operations. This study examines managerial perceptions of information use, innovation, institutional support, and professional development needs in service microenterprises in Serbia, with particular attention to their implications for learning, competence development, and quality improvement. A descriptive survey was conducted from June to December 2024 using a convenience sample of 224 owners, directors, managers, and other representatives of microenterprises located in three municipalities of Belgrade. Data were collected through a structured closed-ended questionnaire and analysed using descriptive statistics. Results show that innovation management was highly valued as a contributor to competitiveness, while technological processes and customer-oriented changes received particularly favourable assessments. Respondents associated innovation with market expansion, service quality, operational flexibility, and efficiency, but also identified financial, technological, and knowledge-related constraints. Institutional support was considered particularly important through financial incentives, assistance with technology acquisition, and access to financing. Training preferences focused on export activities, public procurement, marketing and sales, quality standards, and financial management, indicating demand for practically applicable managerial competencies. Business information was also recognized as relevant to successful operations. Overall, the findings indicate that quality improvement in service microenterprises can be supported by strengthening managerial competencies, information use, innovation capacity, and continuing professional learning.