This study looked into the consequences of customer relationship management by creating empirical evidence grounded in relationship marketing theory and dynamic capability theory. The study proposed a direct as well as an indirect relationship between customer relationship management and firm performance, recognizing technological environment as the interacting variables of customer relationship management that influences the performance of small and medium scale enterprises (SMEs), suggesting that technology environment as a moderator in the customer relationship management model. The study explained the theoretical and practical contributions of the model in our understanding of customer relationship management practices and the intervening role of innovation capability. Technological environment was also discussed especially from the perspective of SMEs.
The hospitality industry performs a significant role in promoting the development of a country’s economy. It is seen as the leading huge revenue earner in the service industry. This study is designed to establish the responsibility of customer product identification in mediating the link between service quality and customer loyalty of hotels in Plateau State. The research adopted a quantitative technique, and data were collected through a survey technique and then analyzed using SPSS. SPSS version 23 was used to determine the potency of the developed variables of the investigation, while the same analytical tool was also utilized to assess the validity and reliability of the variables. Based on the findings of this current study, all proposed hypotheses were proven significant. The finding buttresses the significance of service quality in enhancing customers’ loyalty and brand identification, similarly, customer brand identification correlates significantly with customer brand loyalty. The study also revealed that customer brand identification mediated the link between service quality and client loyalty in the hotel industry in Plateau State. Centered on the outcomes of this investigation, we conclude that perceived service quality does influence customer brand identification, which precedes customer brand loyalty in the hotel subsector. We, therefore, recommend that hotel owners must build up and employ market-oriented service tactics to ascertain customers’ desires and hopes in line to serve the customers better. Furthermore, hotel owners should evaluate service quality frequently to guarantee that they are constantly experiencing the expectations of customers, and contemplate modifying their products and services to improve brand identity and loyalty.
Small and medium scale enterprises (SMEs) are known for creating jobs and boosting the economic development of both developed and emerging countries, they are essential to national development, innovation and social inclusion. Therefore, there is an increasing need to address the poor performance of SMEs in Nigeria due to the high rate of failures and their inability to compete favorably with large firms, and the adoption of entrepreneurial marketing practices provides a win-win situation for the enterprise and its stakeholders. The need to investigate how entrepreneurial marketing strategies would improve organization competitiveness in the SME sub-sector is therefore necessary. In order to examine the relationship between entrepreneurial marketing strategies (change driving, bootstrapping, and calculated risk) and competitive advantage in Nigeria's SMEs, this study employed a quantitative approach, owners and managers of SMEs in Plateau State, North Central Nigeria, received questionnaires. 286 owners and managers in all took part in the study. With the aid of SPSS Version 26, multiple regression analysis was used to examine the acquired data. Based on the analysis, the study found that risk taking had a weak link with competitive advantage, change driving and bootstrapping had a strong relationship.
This study explored the consequences of entrepreneurial marketing by creating empirical evidence grounded in dynamic capability view and image theory. The study proposed a direct and indirect relationship between entrepreneurial marketing and competitive advantage, recognizing corporate creativity as the boundary condition on the entrepreneurial marketing-competitive advantage link suggesting a moderated entrepreneurial marketing model. The study explained the theoretical and practical contribution of the study in our understanding of entrepreneurial marketing practices and the role of corporate reputation. Corporate creativity was also discussed especially from the perspective of entrepreneurial firms.
As a necessary condition for the sustainability and success of teaching hospitals, maintaining proactive health personnel with the ability to be high performers is acknowledged. A few studies have logically clarified and empirically simplified the relationship between proactive employees and intention to quit, which signifies an engaged, proactive tendency to establish actual turnover behavior. However, this study target to resolve these research gaps. This paper predicted that the correlation between proactive health workers and intention to quit was likely mediated by employee engagement and job autonomy as a center point mechanism of motivation. Job autonomy (JA) as a significant framework is expected to buffer the link between proactive health employee and employee engagement. The present article developed a moderated mediated model that incorporates these variables. This study was consistent with previous studies carried out on health workers in Nigerian teaching hospitals. The results of this research help to expose the attrition intentions displayed by conscientious health workers.
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