The Impact of Customer Retention Orientation and Brand Orientation on Customer Loyalty and Financial Performance in SMEs: Empirical Evidence from a Balkan Country

A. Ciunova-Shuleska; N. Palamidovska-Sterjadovska; C. Nedu Osakwe; J. Omotoso; Ajayi

doi:10.5771/0949-6181-2017-1-83

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- 3–3 Editorial Mission of JEEMS 3–3
- 4–5 JEEMS – A new deal Thomas Steger Thomas Steger 4–5
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  - 9–38 The influence of authentic leadership on the learning organization at the organizational level: The mediating role of employees’ affective commitment Bojana Milić, Leposava Grubić-Nešić, Bogdan Kuzmanović, Milan Delić Bojana Milić, Leposava Grubić-Nešić, Bogdan Kuzmanović, Milan Delić 9–38
  - 39–62 The role of open innovation and absorptive capacity in innovation performance: Empirical evidence from Slovenia Kaja Rangus, Mateja Drnovšek, Alberto Di Minin, André Spithoven Kaja Rangus, Mateja Drnovšek, Alberto Di Minin, André Spithoven 39–62
  - 63–82 Psychological contract breach, leader-member exchange, perceived ethical climate and organisational justice: Are they interrelated and how? Aharon Tziner, Mihai Felea, Cristinel Vasiliu Aharon Tziner, Mihai Felea, Cristinel Vasiliu 63–82
  - 83–104 The Impact of Customer Retention Orientation and Brand Orientation on Customer Loyalty and Financial Performance in SMEs: Empirical Evidence from a Balkan Country A. Ciunova-Shuleska, N. Palamidovska-Sterjadovska, C. Nedu Osakwe, J. Omotoso, Ajayi A. Ciunova-Shuleska, N. Palamidovska-Sterjadovska, C. Nedu Osakwe, J. Omotoso, Ajayi 83–104
  - 105–127 Bulgarian management in a cross-cultural space Mariya Bobina, Diana Sabotinova Mariya Bobina, Diana Sabotinova 105–127
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JEEMS Journal of East European Management Studies , page 83 - 104

The Impact of Customer Retention Orientation and Brand Orientation on Customer Loyalty and Financial Performance in SMEs: Empirical Evidence from a Balkan Country

Autoren

A. Ciunova-Shuleska N. Palamidovska-Sterjadovska C. Nedu Osakwe J. Omotoso Ajayi

DOI
- doi.org/10.5771/0949-6181-2017-1-83
- ISSN: 0949-6181
- ISSN online: 1862-0019
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.
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