Abstract
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.
Highlights
One of the determinant factors of a company’s success is the company’s ability to cohere customers (Milovanovic et al, 2016)
Many micro-businesses are generally founded by former employees who are subject to termination of employment
We examine the effects of integrated marketing communication and adequate marketing information on market ing performance
Summary
One of the determinant factors of a company’s success is the company’s ability to cohere customers (Milovanovic et al, 2016). The ability of employees to cohere customers can influence marketing performance improvement (Hajli & Lin, 2016). This repurchase has a positive impact on marketing performance. One of the impacts of covid-19 pandemic is that there are many terminations. Many businesses close their businesses because they can no longer afford to finance their activities/business operations. Many micro-businesses are generally founded by former employees who are subject to termination of employment. In this micro-enterprise, the level of sales obtained is relatively small but can absorb a lot of labour.
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
