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The impact of customer retention orientation and brand orientation on customer loyalty and financial performance in SMEs: Empirical evidence from a Balkan country

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dc.title The impact of customer retention orientation and brand orientation on customer loyalty and financial performance in SMEs: Empirical evidence from a Balkan country en
dc.contributor.author Ciunova-Shuleska, Anita
dc.contributor.author Palamidovska-Sterjadovska, Nikolina
dc.contributor.author Osakwe, Christian Nedu
dc.contributor.author Ajayi, Joseph Omotoso
dc.relation.ispartof Journal for East European Management Studies
dc.identifier.issn 0949-6181 Scopus Sources, Sherpa/RoMEO, JCR
dc.date.issued 2017
utb.relation.volume 22
utb.relation.issue 1
dc.citation.spage 83
dc.citation.epage 104
dc.type article
dc.language.iso en
dc.publisher Rainer Hampp Verlag
dc.identifier.doi 10.5771/0949-6181-2017-1-83
dc.relation.uri https://www.nomos-elibrary.de/10.5771/0949-6181-2017-1-83/the-impact-of-customer-retention-orientation-and-brand-orientation-on-customer-loyalty-and-financial-performance-in-smes-empirical-evidence-from-a-balkan-country-jahrgang-22-2017-heft-1
dc.subject Brand consistency en
dc.subject Brand orientation en
dc.subject Customer loyalty performance en
dc.subject Customer retention orientation en
dc.subject Financial performance en
dc.subject SMEs en
dc.description.abstract The goal of this paper is to explore the impact of SMEs’ strategic orientations on customer loyalty and financial performance. SEM analysis was employed in order to test the proposed hypotheses. Our study suggests that SMEs can improve their customer loyalty performance by developing their orientation toward creating customer retention and brand value, while at the same time maintaining brand consistency. The results confirmed only the positive relationship between brand orientation and financial performance partially mediated by customer loyalty. The type of business sector and the company’s size as control variables do not affect the assumed relationships in the model. © 2018, Rainer Hampp Verlag. All rights reserved. en
utb.faculty Faculty of Management and Economics
dc.identifier.uri http://hdl.handle.net/10563/1007783
utb.identifier.obdid 43879637
utb.identifier.scopus 2-s2.0-85042364572
utb.identifier.wok 000426387600005
utb.source j-scopus
dc.date.accessioned 2018-04-23T15:01:43Z
dc.date.available 2018-04-23T15:01:43Z
utb.contributor.internalauthor Osakwe, Christian Nedu
utb.scopus.affiliation Faculty of Economics-Skopje, Ss. Cyril and Methodius University in Skopje, Macedonia; Tomas Bata University in Zlin, Czech Republic; Federal University of Technology, Akure, Nigeria
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