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...

Globally, small and medium-sized enterprises (SMEs) are engines of economic growth and job creation. After the pandemic, innovation activities have become more critical than ever as a generator of competitiveness. Therefore, we need to better understand the factors that lead to innovation in...