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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Veröffentlicht in:	Cogent business & management 2021, Vol.8 (1), p.1-20
Hauptverfasser:	Udayana, Ida Bagus Nyoman, Farida, Naili, Lukitaningsih, Ambar, Tjahjono, Heru Kurnianto
Format:	Artikel
Sprache:	eng
Schlagworte:	Adequate marketing information customer bonding capability integrated marketing communication Marketing marketing performance Purchase intention relational capital Small & medium sized enterprises-SME
Online-Zugang:	Volltext
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