IDEAS home Printed from https://ideas.repec.org/a/iez/survey/ces-v17_1-2015_chovancova-osakwe-ogbonna.html
   My bibliography  Save this article

Building Strong Customer Relationships through Brand Orientation in Small Service Firms: An Empirical Investigation

Author

Listed:
  • Miloslava Chovancová

    (Tomas Bata University in Zlin, Faculty of Management and Economics, Czech Republic)

  • Christian Nedu Osakwe

    (Tomas Bata University in Zlin, Faculty of Management and Economics, Czech Republic)

  • Benson U. Ogbonna

    (University of Port Harcourt, Department of Marketing, Nigeria)

Abstract

The purpose of this paper is to empirically examine the relationship between the adoption of a brand orientation strategy and customer relationship performance in a small service firm setting. More specifically, in addition to investigating the direct link between brand orientation and customer relationship performance, we further examine the moderating effects of entrepreneurial orientation and perceived competitive intensity on the empirical link between brand orientation and customer relationship performance. To test the hypothesized relationships in the conceptual framework, 105 usable structured questionnaires were collected from small service firms and the data were further analyzed using a hierarchical, moderated regression analysis. The results affirm the positive link between brand orientation and customer relationship performance. Moreover, entrepreneurial orientation is found to strengthen the brand orientation-customer relationship performance link. However, our results show that competitive intensity does not significantly moderate the brand orientation-customer relationship performance link. Nonetheless, it is highly suggestive that perceived competitive intensity is a direct predictor of customer relationship performance. In terms of the practical significance of the overall research model, the effect size is fairly large (Cohen’s f 2 = 0.33). The research implications and directions for future research are further highlighted in the penultimate section of the paper.

Suggested Citation

  • Miloslava Chovancová & Christian Nedu Osakwe & Benson U. Ogbonna, 2015. "Building Strong Customer Relationships through Brand Orientation in Small Service Firms: An Empirical Investigation," Croatian Economic Survey, The Institute of Economics, Zagreb, vol. 17(1), pages 111-138, June.
    • Handle: RePEc:iez:survey:ces-v17_1-2015_chovancova-osakwe-ogbonna
    as

    Download full text from publisher

    File URL: http://hrcak.srce.hr/file/207666
    Download Restriction: no
    ---><---

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Sen Li & Yingying Shi & Lingling Wang & Enjun Xia, 2023. "A Bibliometric Analysis of Brand Orientation Strategy in Digital Marketing: Determinants, Research Perspectives and Evolutions," Sustainability, MDPI, vol. 15(2), pages 1-22, January.
    2. Muhammad Anees-ur-Rehman & Ho Yin Wong & Mokter Hossain, 2016. "The progression of brand orientation literature in twenty years: A systematic literature review," Journal of Brand Management, Palgrave Macmillan, vol. 23(6), pages 612-630, November.
    3. Cătălin Mihail Barbu & Anca Floriana Păunescu & Oprea Valentin Busu, 2019. "Promoting Social Innovation Using Marketing And Communication Tools," Annals of University of Craiova - Economic Sciences Series, University of Craiova, Faculty of Economics and Business Administration, vol. 2(47), pages 42-52, December.
    4. Sara Moghaddam Tabar & Naser Karami & Faraz Ilbeigi, 2018. "Measuring Internal Brand Equity In B2b Service Industries In Iran," Portuguese Journal of Management Studies, ISEG, Universidade de Lisboa, vol. 23(1), pages 3-24.

    More about this item

    Keywords

    brand orientation; customer relationship performance; entrepreneurial orientation; perceived competitive intensity; small service firm;
    All these keywords.

    JEL classification:

    • G20 - Financial Economics - - Financial Institutions and Services - - - General
    • L20 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - General
    • M13 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - New Firms; Startups
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:iez:survey:ces-v17_1-2015_chovancova-osakwe-ogbonna. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Doris Banicevic (email available below). General contact details of provider: https://edirc.repec.org/data/eizgghr.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.