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Building strong customer relationships through brand orientation in small service firms: An empirical investigation

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dc.title Building strong customer relationships through brand orientation in small service firms: An empirical investigation en
dc.contributor.author Chovancová, Miloslava
dc.contributor.author Osakwe, Christian Nedu
dc.contributor.author Ogbonna, Benson U.
dc.relation.ispartof Croatian Economic Survey
dc.identifier.issn 1330-4860 Scopus Sources, Sherpa/RoMEO, JCR
dc.date.issued 2015
utb.relation.volume 17
utb.relation.issue 1
dc.citation.spage 111
dc.citation.epage 138
dc.type article
dc.language.iso en
dc.publisher Institute of Economics (Zagreb)
dc.identifier.doi 10.15179/ces.17.1.4
dc.relation.uri http://hrcak.srce.hr/index.php?show=clanak&id_clanak_jezik=207666
dc.subject brand orientation en
dc.subject customer relationship performance en
dc.subject entrepreneurial orientation en
dc.subject perceived competitive intensity en
dc.subject small service firm en
dc.description.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. © 2015, Institute of Economics (Zagreb). All rights reserved. en
utb.faculty Faculty of Management and Economics
dc.identifier.uri http://hdl.handle.net/10563/1005265
utb.identifier.obdid 43873514
utb.identifier.scopus 2-s2.0-84937216016
utb.identifier.wok 000435264100004
utb.source j-scopus
dc.date.accessioned 2015-08-28T12:04:57Z
dc.date.available 2015-08-28T12:04:57Z
dc.description.sponsorship Internal Grant Agency of FaME TBU in Zlin [IGA/FaME/2015/025, IGA/FaME/2015/039]
utb.contributor.internalauthor Chovancová, Miloslava
utb.contributor.internalauthor Osakwe, Christian Nedu
utb.wos.affiliation [Chovancova, Miloslava; Osakwe, Christian Nedu] Tomas Bata Univ Zlin, Fac Management & Econ, Zlin, Czech Republic; [Ogbonna, Benson U.] Univ Port Harcourt, Dept Mkt, Port Harcourt, Nigeria
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