The EFFECTS OF CUSTOMER CAPITAL ON CUSTOMER RESPONSE SPEED AND INNOVATIVENESS: THE MEDIATING ROLE OF MARKETING CAPABILITY

2019 ◽  
Vol 23 (06) ◽  
pp. 1950058
Author(s):  
ASGHAR AFSHAR JAHANSHAHI ◽  
KHALED NAWASER ◽  
ALEXANDER BREM
Keyword(s):  
Response Speed ◽  
Marketing Capability ◽  
Mediating Role ◽  
Firm Innovativeness ◽  
Innovative Products ◽  
Customer Capital ◽  
New Ideas ◽  
Original Survey ◽  
A Company

Customer capital has attracted a great deal of attention among marketing scholars in recent years. This study explores at first the links between customer capital with firm innovativeness (i.e., the ability to generate new ideas and actions within firms) and customer response speed (i.e., the ability to respond to the customers’ needs immediately). Furthermore, it is analysed how firms’ marketing capability mediates these relationships. For this, a unique environment in post-sanctions Iran is chosen. By using the original survey data from 107 small and medium-sized enterprises (SMEs), our results confirm that durable relationships that a company builds with its customers over the time enhance the market information within firms. This, in turn, enables firms to respond faster to market changes with innovative products and services. Furthermore, the lifetime relationship with the customers enhances the awareness of firms about customers’ needs and demands in a timely manner. Accordingly, it accelerates the process of responding the customers’ requirements before competitors can catch up.

scholarly journals Does transformational leadership matter for innovation in banks? The mediating role of knowledge sharing

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Sherine Al- Ahmad Chaar ◽  
Nasser Fathi Easa
Keyword(s):  
Transformational Leadership ◽  
Knowledge Sharing ◽  
Structural Equations ◽  
Content Type ◽  
Mediating Role ◽  
Innovative Products ◽  
New Ideas ◽  
Research Findings ◽  
The Relationship

Purpose This paper aims to examine the mediating role of knowledge sharing (KS) on the relationship between the transformational leadership (TL) and innovation in banks. Design/methodology/approach Quantitative analysis was conducted by using the structural equations modeling with AMOS 24 to examine the influence of the mediating role of KS on the TL–innovation relationship. Data were collected from 310 employees at 27 banks in Lebanon. Findings The research highlights that leaders exhibiting transformational behavior were able to promote knowledge-sharing culture that enhances the generation of new ideas, products and processes. The findings confirmed that KS mediates the association of TL and innovation. Practical implications The findings point to how TL mobilizes employees to engage in innovative products and processes by encouraging a knowledge-sharing culture. Originality/value The research findings advance the understanding of how TL stimulates innovation and highlights the benefits gained by cultivating KS to generate more innovative outcomes.

scholarly journals The Effect of Marketing Capability on Financial Performance with the mediating role of Perceived Sevice Quality and the moderating role of Competitive Intensity. An empirical study on the Banking Sector in Indonesia

2018 ◽  
Vol 1 (2) ◽  
pp. 80-88
Author(s):  
Teguh Wibisono Santosa ◽  
Hatane Samuel ◽  
Devie .
Keyword(s):  
Service Quality ◽  
Financial Performance ◽  
Banking Sector ◽  
Marketing Capability ◽  
Analysis Model ◽  
Competitive Intensity ◽  
Perceived Service Quality ◽  
Mediating Role ◽  
Relationship Of

This research aims to analyze the effects of Marketing Capability towards Financial Performance with Perceived Service Quality as Variable Intervening and Competitive Intensity as Variable Moderating at Banking Company in Indonesia. This research was conducted by distributing questionnaires to 170 respondents who are a customer of Bank. Quantitative analysis with path analysis model method was used for the technical analysis. The results of this research shows that the effect of Marketing Capability on Financial Performance is not significant, but the role of the Perceived Service Quality as an Intervening Variable, is able to strengthen the influence of Marketing Capability on Financial Performance to be a significant influence, and Competitive Intensity as a moderating variable on the relationship of Marketing Capability to Financial Performance does not have a significant effect but has a significant direct effect on Financial Performance.

Building company reputation and brand equity through CSR: the mediating role of trust

2015 ◽  
Vol 33 (6) ◽  
pp. 840-856 ◽  
Author(s):  
Mobin Fatma ◽  
Zillur Rahman ◽  
Imran Khan
Keyword(s):  
Brand Equity ◽  
Structural Equations ◽  
Consumer Trust ◽  
Content Type ◽  
Mediating Role ◽  
Company Reputation ◽  
Corporate Social ◽  
Retail Banks ◽  
A Company

Purpose – The purpose of this paper is to investigate the effect of corporate social responsibility (CSR) initiatives on the two marketing outcomes - corporate reputation (CR) and brand equity (BE), based on the perception of consumers regarding banks in India. Design/methodology/approach – A survey of banking consumers was carried out, resulting in 303 valid responses. In order to address research objectives and test the hypothesis, structural equations modeling has been employed. Findings – Results reveals that CSR activities influence CR and BE directly as well as indirectly. In addition, the mediating role of trust is found to be significant between CSR and CR and CSR and BE. The study shows that CSR activities build consumer trust in a company which in turn positively impacts CR and BE. Research limitations/implications – The findings have important implications for retail banks in India and suggest that CSR activities can help banks in building CR and BE. The hypothesized theoretical framework has been tested in the banking context, so the generalization of findings is limited to the context. Originality/value – This study contributes to literature by highlighting the important role of CSR and its direct and indirect effects on CR and BE.

Relationship between Consumers’ Spirituality and Green Purchasing Intentions: The Mediation Effect of Perceived Consumer Effectiveness

2016 ◽  
Vol 6 (2) ◽  
pp. 204-214 ◽  
Author(s):  
C. S. Sharma ◽  
Nitika Sharma
Keyword(s):  
Consumer Behaviour ◽  
Mediation Effect ◽  
Mediation Model ◽  
Spiritual Orientation ◽  
Mediating Role ◽  
Indian Consumers ◽  
Perceived Consumer Effectiveness ◽  
Green Purchasing ◽  
A Company

The article explores the role of ‘spirituality’ in green consumer behaviour. It proposes an original framework in order to explore the influence of spirituality on green purchasing intentions (GPI) of consumers through the mediating role of perceived consumer effectiveness (PCE). The data collected from Indian consumers were analyzed with the help of the mediation model proposed by Hayes (2008). By employing the consumer’s spirituality scale developed by Narang (2013) and the PCE scale of Kim and Choi (2005), the study found that the spiritual orientation of consumers significantly affects their GPI. The conclusions drawn from the study can be used by marketers to stimulate GPI by focusing on the role of spirituality among consumers. Since green has become a distinct way of positioning a product or a company, firms can employ environmental concerns and consciousness of consumers to magnetize new markets, customers and retain existing green consumers.

scholarly journals How Does Interactivity in a Video Game Render People Susceptible? A Mediating Role of Concrete-level Action Identity in Immersive Media

2019 ◽  
Vol 13 (4) ◽  
Author(s):  
Young June Sah ◽  
Wei Peng
Keyword(s):  
Video Game ◽  
News Article ◽  
Simulation Game ◽  
Action Identification ◽  
Media Effect ◽  
Mediating Role ◽  
New Meanings ◽  
New Ideas ◽  
Medium Type

Action identification theory (Vallacher & Wegner, 2012) posits that individuals become open to new meanings of actions when the actions are represented in their minds as concrete details (i.e., understanding actions as concrete identities), rather than abstract meanings (i.e., understanding actions as abstract identities). Based on this, we predicted that video game interactivity renders players susceptible to new ideas of actions performed in a video game, by causing them to conceive the actions as concrete details. In a 2 (medium type: interactive vs. non-interactive) x 2 (meaning of hunting: beneficial vs. harmful) between-subjects experiment (N = 111), participants played or watched a hunting simulation game, then expressed their agreement on a news article reporting either the benefit or harm of hunting. The interactivity group, compared to the non-interactivity group, described their game experience as concrete actions, indicating that they construed actions as concrete identities. Further, these concrete identities led to greater agreement with the news article regardless whether benefit or harm of hunting was reported. These results suggest an indirect effect of interactivity on participants’ susceptibility to a new idea. Implications for using the mental representation approach in media-effect studies were discussed.

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