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

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F15%3A43873086" target="_blank" >RIV/70883521:28120/15:43873086 - isvavai.cz</a>

Result on the web

<a href="http://dx.doi.org/10.15179/ces.17.1.4" target="_blank" >http://dx.doi.org/10.15179/ces.17.1.4</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.15179/ces.17.1.4" target="_blank" >10.15179/ces.17.1.4</a>

Result language

angličtina

Original language name

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

Original language description

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 resultsaffirm 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 sho

Czech name

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Czech description

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Type

J_x - Unclassified - Peer-reviewed scientific article (Jimp, Jsc and Jost)

CEP classification

AE - Management, administration and clerical work

OECD FORD branch

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Project

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Continuities

S - Specificky vyzkum na vysokych skolach

Publication year

2015

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

Croatian Economic Survey

ISSN

1330-4860

e-ISSN

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Volume of the periodical

17

Issue of the periodical within the volume

1

Country of publishing house

HR - CROATIA

Number of pages

28

Pages from-to

111-138

UT code for WoS article

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EID of the result in the Scopus database

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