The mediating effect of integrated marketing communication on the relationship between customer orientation and financial performance

Abstract

In the context of small and medium-sized service enterprises (SMEs) operating in Brazil, this research investigated the interplay between customer orientation and integrated marketing communication (IMC). Purpose of the study: To examine the mediating effect of IMC on the relationship between customer orientation and financial performance in SMEs within the Brazilian service sector. Methodology: A quantitative survey was conducted using a structured questionnaire, which included scales for the studied constructs and was directed at owners or marketing managers of the mentioned SMEs. A total of 181 valid responses were collected. Data analysis was performed using SPSS, and Structural Equation Modeling was conducted with SmartPLS to test the research hypotheses. Main results: A partial influence of IMC on the relationship between customer orientation and financial performance was identified. This indicates that customer-oriented companies that effectively utilize IMC tend to achieve better results in financial indicators. Theoretical/methodological contributions: By revealing a direct relationship not previously identified between two significant marketing constructs, the study aims to contribute to research methodologies in management, highlighting the importance of employing quantitative methods in strategic marketing. Additionally, it seeks to provide practical contributions to management and corporate practices in service SMEs. Relevance/originality: The research integrates the constructs of customer orientation and IMC into a single quantitative model, aiming to verify their mutual influences.