The important role of customer bonding capability to increase marketing performance in small and medium enterprises

The purpose of this study is to develop the concept of customer bonding capability in the small and medium enterprise. Empirical research was conducted to explain how marketing performance can be improved through customer bonding capability. Considering the number and role of small and medium busine...

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Autores principales:	Ida Bagus Nyoman Udayana, Naili Farida, Ambar Lukitaningsih, Heru Kurnianto Tjahjono, Nuryakin
Formato:	article
Lenguaje:	EN
Publicado:	Taylor & Francis Group 2021
Materias:	adequate marketing information customer bonding capability integrated marketing communication marketing performance relational capital Business HF5001-6182 Management. Industrial management HD28-70
Acceso en línea:	https://doaj.org/article/c715cac7b0844355afe7d2615f20c5c3
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spelling	oai:doaj.org-article:c715cac7b0844355afe7d2615f20c5c32021-12-02T15:51:05ZThe important role of customer bonding capability to increase marketing performance in small and medium enterprises2331-197510.1080/23311975.2021.1932239https://doaj.org/article/c715cac7b0844355afe7d2615f20c5c32021-01-01T00:00:00Zhttp://dx.doi.org/10.1080/23311975.2021.1932239https://doaj.org/toc/2331-1975The purpose of this study is to develop the concept of customer bonding capability in the small and medium enterprise. Empirical research was conducted to explain how marketing performance can be improved through customer bonding capability. Considering the number and role of small and medium businesses in Indonesia is increasing. Results revealed that customer bonding capability functions as an intervention between relational capital and marketing performance. Relationship capital, integrated marketing communication and adequate market information have a significant positive effect on customer bonding capability and marketing performance. Managerial implication: salespeople can develop networks that provide mutual benefits, developing closer family ties, developing continual cooperation with customers and sharing experiences with customers who can improve salesperson’s performance. There is no dynamic interaction between researchers and respondents because this research design is cross-sectional. To generate dynamic interactions, longitudinal research data were needed to add deeper insights to sales. Research on customer bonding capability needs to be done because there is still much that is not understood. This customer bonding capability is the development of relationship marketing theory. Thus an empirical research model is needed to develop customer bonding capability.Ida Bagus Nyoman UdayanaNaili FaridaAmbar LukitaningsihHeru Kurnianto TjahjonoNuryakinTaylor & Francis Grouparticleadequate marketing informationcustomer bonding capabilityintegrated marketing communicationmarketing performancerelational capitalBusinessHF5001-6182Management. Industrial managementHD28-70ENCogent Business & Management, Vol 8, Iss 1 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	adequate marketing information customer bonding capability integrated marketing communication marketing performance relational capital Business HF5001-6182 Management. Industrial management HD28-70
spellingShingle	adequate marketing information customer bonding capability integrated marketing communication marketing performance relational capital Business HF5001-6182 Management. Industrial management HD28-70 Ida Bagus Nyoman Udayana Naili Farida Ambar Lukitaningsih Heru Kurnianto Tjahjono Nuryakin The important role of customer bonding capability to increase marketing performance in small and medium enterprises
description	The purpose of this study is to develop the concept of customer bonding capability in the small and medium enterprise. Empirical research was conducted to explain how marketing performance can be improved through customer bonding capability. Considering the number and role of small and medium businesses in Indonesia is increasing. Results revealed that customer bonding capability functions as an intervention between relational capital and marketing performance. Relationship capital, integrated marketing communication and adequate market information have a significant positive effect on customer bonding capability and marketing performance. Managerial implication: salespeople can develop networks that provide mutual benefits, developing closer family ties, developing continual cooperation with customers and sharing experiences with customers who can improve salesperson’s performance. There is no dynamic interaction between researchers and respondents because this research design is cross-sectional. To generate dynamic interactions, longitudinal research data were needed to add deeper insights to sales. Research on customer bonding capability needs to be done because there is still much that is not understood. This customer bonding capability is the development of relationship marketing theory. Thus an empirical research model is needed to develop customer bonding capability.
format	article
author	Ida Bagus Nyoman Udayana Naili Farida Ambar Lukitaningsih Heru Kurnianto Tjahjono Nuryakin
author_facet	Ida Bagus Nyoman Udayana Naili Farida Ambar Lukitaningsih Heru Kurnianto Tjahjono Nuryakin
author_sort	Ida Bagus Nyoman Udayana
title	The important role of customer bonding capability to increase marketing performance in small and medium enterprises
title_short	The important role of customer bonding capability to increase marketing performance in small and medium enterprises
title_full	The important role of customer bonding capability to increase marketing performance in small and medium enterprises
title_fullStr	The important role of customer bonding capability to increase marketing performance in small and medium enterprises
title_full_unstemmed	The important role of customer bonding capability to increase marketing performance in small and medium enterprises
title_sort	important role of customer bonding capability to increase marketing performance in small and medium enterprises
publisher	Taylor & Francis Group
publishDate	2021
url	https://doaj.org/article/c715cac7b0844355afe7d2615f20c5c3
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The important role of customer bonding capability to increase marketing performance in small and medium enterprises

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