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Speaking to the hearts of the customers! The mediating effect of customer loyalty on customer orientation, technology orientation and business performance

Ismail Juma Ismail (Department of Business Administration and Management, The University of Dodoma, Dodoma, Tanzania)

Technological Sustainability

ISSN: 2754-1312

Article publication date: 31 May 2022

Issue publication date: 10 January 2023

1636

Abstract

Purpose

This paper examined mediating effect of customer loyalty on the influence of customer orientation and technology orientation on the performance of small and medium-sized enterprises (SMEs).

Design/methodology/approach

This study adopted and modified items from previous studies. Also, data were analyzed using structural equation modeling (SEM). Additionally, a PROCESS Macro mediation test was used.

Findings

The study's findings indicated that customer orientation and technology orientation positively and significantly affect customer loyalty. Moreover, the findings indicated that customer loyalty has a positive and significant effect on the performance of SMEs. Finally, customer loyalty was found to mediate the influence of customer orientation and technology orientation on the performance of SMEs.

Practical implications

The study recommends on business performance improvement through enhancing customer and technology orientations and customer loyalty. So, SMEs should make sure their internal environment is conducive to accommodate customer and technology orientations, which will help them come up with effective ways to get loyal customers and improve their business.

Originality/value

The study adds value to the existing literature by introducing customer loyalty as an intervening variable between the effect of customer orientation and technology orientation on business performance of SMEs.

Keywords

Citation

Ismail, I.J. (2023), "Speaking to the hearts of the customers! The mediating effect of customer loyalty on customer orientation, technology orientation and business performance", Technological Sustainability, Vol. 2 No. 1, pp. 44-66. https://doi.org/10.1108/TECHS-03-2022-0016

Publisher

:

Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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