Marketing performance of service firms: Recognizing market sensing capability and customer interaction orientation

Abstract: 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

Location
Deutsche Nationalbibliothek Frankfurt am Main
Extent
Online-Ressource
Language
Englisch
Notes
Veröffentlichungsversion
begutachtet (peer reviewed)
In: Journal of Tourism, Heritage & Services Marketing ; 7 (2021) 2 ; 38-48

Event
Veröffentlichung
(where)
Mannheim
(who)
SSOAR, GESIS – Leibniz-Institut für Sozialwissenschaften e.V.
(when)
2021
Creator
Kankam-Kwarteng, Collins
Sarpong, Appiah
Amofah, Ofosu
Acheampong, Stephen

DOI
10.5281/zenodo.5548486
URN
urn:nbn:de:0168-ssoar-75145-2
Rights
Open Access; Der Zugriff auf das Objekt ist unbeschränkt möglich.
Last update
25.03.2025, 1:55 PM CET

Data provider

This object is provided by:
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Associated

  • Kankam-Kwarteng, Collins
  • Sarpong, Appiah
  • Amofah, Ofosu
  • Acheampong, Stephen
  • SSOAR, GESIS – Leibniz-Institut für Sozialwissenschaften e.V.

Time of origin

  • 2021

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