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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

Author

Listed:
  • Ciunova-Shuleska, A.
  • Palamidovska-Sterjadovska, N.
  • Osakwe, C. Nedu
  • Omotoso, J.
  • Ajayi,

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.

Suggested Citation

  • Ciunova-Shuleska, A. & Palamidovska-Sterjadovska, N. & Osakwe, C. Nedu & Omotoso, J. & Ajayi,, 2017. "The Impact of Customer Retention Orientation and Brand Orientation on Customer Loyalty and Financial Performance in SMEs: Empirical Evidence from a Balkan Country," Journal of East European Management Studies, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 22(1), pages 83-104.
    • Handle: RePEc:nms:joeems:10.5771/0949-6181-2017-1-83
    DOI: 10.5771/0949-6181-2017-1-83
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    Cited by:

    1. Andrea Moretta Tartaglione & Ylenia Cavacece & Giuseppe Russo & Giuseppe Granata, 2019. "A Systematic Mapping Study on Customer Loyalty and Brand Management," Administrative Sciences, MDPI, vol. 9(1), pages 1-21, January.
    2. Linda Narh & Raphael Odoom & Mahmoud Abdulai Mahmoud & Ernest Yaw Tweneboah-Koduah, 2023. "The symbiotic effect of market orientation and brand orientation on performance of service firms in Ghana," Journal of Brand Management, Palgrave Macmillan, vol. 30(4), pages 318-332, July.

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