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

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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

Název v anglickém jazyce

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

Popis výsledku anglicky

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

Druh

J_x - Nezařazeno - Článek v odborném periodiku (Jimp, Jsc a Jost)

CEP obor

AE - Řízení, správa a administrativa

OECD FORD obor

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Projekt

—

Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2015

Kód důvěrnosti údajů

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

Název periodika

Croatian Economic Survey

ISSN

1330-4860

e-ISSN

—

Svazek periodika

17

Číslo periodika v rámci svazku

1

Stát vydavatele periodika

HR - Chorvatská republika

Počet stran výsledku

28

Strana od-do

111-138

Kód UT WoS článku

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EID výsledku v databázi Scopus

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