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The purpose of this study is to examine the perceptions of Malaysian and Bangladeshi retail small- and medium-sized enterprise (SME) business owners on the key elements of business growth.

The construct measurements have all been taken from previous research studies. The data were gathered from retail SMEs in Malaysia and Bangladesh in order to evaluate entrepreneurs' perception towards the essential elements of a business performance. Structural equation modeling (SEM) with PLS technique, specifically Smart-PLS Version 3.2.4, was used to accomplish the study's objectives and analyze the measurements, as well as the structural model.

According to the findings, Malaysian and Bangladeshi SMEs have different perspectives toward the dimensions of their business performance. For example, Malaysian retail SME owners consider business growth and financial results to be the most important aspects of their success. Retailers consider financial performance to be less critical than non-financial performance when it comes to their business's success. Owners of Bangladeshi retail SMEs, on the other hand, see efficiency relative to competition and that non-financial performance is the key component to achieving business success. In the sense of Bangladeshi SMEs, market development and financial results are seen as less significant in attaining success.

Since this research was only conducted in Malaysia and Bangladesh, it did not cover a large number of countries. The sample size was limited; therefore, the findings of this study cannot be applied to the entire population of Malaysian and Bangladeshi retail SMEs due to the non-probability sampling technique.

The findings of this study show that entrepreneurs or business owners in the retail sector in Malaysian and Bangladeshi SMEs view the attributes of their business performance differently.

This study adds to the rising context of entrepreneurship by examining SME owners' perception of main business performance dimensions in the scope of Asian retail SMEs.

On the basis of the social identity and congruity theories, the present research aims to propose that value congruity directly affects customer–brand identification (CBI), affective brand commitment and customer–brand engagement (CBE), which, in turn, paves the way for advancing consumer relationships with hospitality brands, as measured through brand loyalty. As such, this study serves to enhance existing insight into customer relationship management dynamics, with a particular focus on hospitality brands.

The present study develops a theoretical framework that is empirically investigated by using confirmatory factor analysis and structural equation modelling analyses. Data were collected by using a self-administered questionnaire of 340 customers of four- and five-star hotel brands in India.

The results suggest value congruity as an important driver of CBI, affective commitment and CBE within hospitality brands. The results also reveal CBI to act as a significant predictor of affective commitment, CBE and brand loyalty. Furthermore, affective commitment and CBE are the significant drivers of loyalty to hospitality brands.

The research is exploratory in nature and is restricted to four- and five-star hotel customers, thereby reflecting important limitations of this study. Given these issues, ample opportunities exist for further research to further explore and/or validate the reported findings.

The current research provides new insights for marketing practitioners planning or implementing long-term customer relationship management strategi3es that centre on customer–brand identification, customer–brand engagement and brand loyalty.

Despite existing insights, empirical investigation into the proposed conceptual relationships remains limited to date, particularly in the hospitality industry. By offering empirical evidence in this area, this study adds to the extant body of knowledge on CBI/CBE-centric customer relationship management.

Sobre la base de los planteamientos teóricos de las Teorías de la identidad social y de la congruencia, este trabajo propone que la congruencia de valores afecta directamente a la identificación del consumidor con la marca, al compromiso afectivo y vínculo emocional con la misma, lo cual clarifica la manera con la que construir relaciones de los consumidores con las marcas hoteleras, aproximado a través de la lealtad. Es por ello que este estudio sirve para poner en valor las dinámicas existentes actualmente en la gestión de las relaciones con los clientes con un particular énfasis en el mercado hotelero.

Este trabajo desarrolla un marco teórico que es empíricamente contrastado a través del análisis de ecuaciones estructurales. Los datos fueron recogidos a partir de cuestionarios auto-administrados a una muestra de 340 clientes de hoteles de 4 y 5 estrellas en la India.

Los resultados sugieren que la congruencia de valores es un importante factor explicativo de la identificación del consumidor con la marca, el compromiso afectivo y el vínculo emocional con las marcas de hoteles. También se demuestra que la identificación con la marca actúa como un significativo predictor del compromiso afectivo, el vínculo emocional y la lealtad a la marca. Adicionalmente, el compromiso afectivo y el vínculo emocional ejercen un efecto significativo en la lealtad con la marca.

Esta investigación tiene una naturaleza exploratoria y sus resultados se limitan al contexto de los hoteles de 4 y 5 estrellas. Sobre la base de los resultados obtenidos, se abre un amplio número de oportunidades para el desarrollo de futuras investigaciones que confirmen validez de los resultados obtenidos.

Los resultados obtenidos proporcionan interesantes líneas de actuación para que los directivos de marketing planifiquen e implementen sus estrategias de desarrollo de relaciones con los clientes en torno a la identificación con la marca, el vínculo emocional y la lealtad hacia la misma.

Las evidencias empíricas existentes hasta la fecha son bastantes limitadas hasta la fecha, en particular en la industria hotelera. En este sentido, el presente trabajo proporciona evidencias empíricas en este ámbito y enriquece la literatura existente sobre la gestión de las relaciones con los clientes bajo un enfoque de identificación y vínculo emocional con la marca.