Service innovation capability for enhancing marketing performance: An SDL perspectives

Artikel

This study was conducted to propose dan test a conceptual model for solving a research gap on the influence of customer orientation on marketing performance through a strategic bridge variable, service innovation capability, and consumer-centric strategy. We adopt the service-dominant logic as a basis for solving the research gap for its coverage on the value and service value innovation for attracting customers and as a stepping-stone for enhancing marketing performance. Data were collected from 145 service enterprises in Pontianak, West Kalimantan, Indonesia, as our samples for testing the proposed research model, using the software of AMOS-structural equation modeling. The main finding of this study is a strategic path for enhancing marketing performance through customer orientation and the capability for service value-creating.

Object Details

• Language: Englisch

References and Relationships

• Bibliographic citation: Journal: Verslas: Teorija ir praktika / Business: Theory and Practice ; ISSN: 1822-4202 ; Volume: 21 ; Year: 2020 ; Issue: 2 ; Pages: 623-632 ; Vilnius: Vilnius Gediminas Technical University

Classification and Topics

• Classification: Management ; Marketing ; Value Theory ; Search; Learning; Information and Knowledge; Communication; Belief; Unawareness ; Firm Performance: Size, Diversification, and Scope
• Subject: customer orientation ; customer-centric strategy ; service innovation capability ; marketing performance ; service-dominant logic ; Indonesia

Contributors, Places and Time

• Event: Geistige Schöpfung
• (who): Heng, Lie ; Ferdinand, Augusty Tae ; Afifah, Nur ; Ramadania, Ramadania
• Event: Veröffentlichung
• (who): Vilnius Gediminas Technical University
• (where): Vilnius
• (when): 2020

Further information

• DOI: doi:10.3846/btp.2020.12163
• Handle: http://hdl.handle.net/10419/248061
• Last update: 10.03.2025, 11:41 AM CET