Artikel
Marketing performance of service firms: Recognizing market sensing capability and customer interaction orientation
Purpose: This study examines the effect of market sensing and interaction orientation capabilities on the marketing performance of service based firms in Ghana. The study particularly explored the moderation effect of interaction orientation capability on the relationship between market sensing and firm performance of the service firms. Methods: This study adopted the survey approach focusing on a convenient sample of 200 employees of service firms. The hierarchical multiple regression analysis was used to establish the relationship between the variables of interest. Results: the study revealed that market sensing capability and interaction orientation significantly account for variations in the marketing performance of the service businesses. Furthermore, the findings showed that the interaction of market sensing and interaction orientation capabilities is vital for extracting a higher marketing. Implications: The research target of service firms limits the generalizability of the findings since the participants were not proportionally participated. In addition to insights on how marketing sensing and interaction orientation should fit the realization of marketing performance, the research offers other ideas to enhance measurement of marketing performance based on customer profits and customer relations.
- Language
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Englisch
- Bibliographic citation
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Journal: Journal of Tourism, Heritage & Services Marketing ; ISSN: 2529-1947 ; Volume: 7 ; Year: 2021 ; Pages: 8-48 ; Thessaloniki: International Hellenic University
- Classification
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Wirtschaft
Business Administration and Business Economics; Marketing; Accounting; Personnel Economics: General
Personal, Professional, and Business Services
Tourism: Marketing and Finance
- Subject
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marketing performance
service firms
market sensing
interaction orientation
- Event
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Geistige Schöpfung
- (who)
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Kankam-Kwarteng, Collins
Sarpong, Appiah
Amofah, Ofosu
Acheampong, Stephen
- Event
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Veröffentlichung
- (who)
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International Hellenic University
- (where)
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Thessaloniki
- (when)
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2021
- DOI
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doi:10.5281/zenodo.5548486
- Handle
- Last update
- 10.03.2025, 11:43 AM CET
Data provider
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. If you have any questions about the object, please contact the data provider.
Object type
- Artikel
Associated
- Kankam-Kwarteng, Collins
- Sarpong, Appiah
- Amofah, Ofosu
- Acheampong, Stephen
- International Hellenic University
Time of origin
- 2021
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