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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
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    Citations

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    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. 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.
    3. 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.
    4. 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.

    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

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