BUILDING MARKETING PERFORMANCE THROUGH COMPETITOR ORIENTATION (Empirical Study on Baitul Maal wat Tamwil at Ex-Residency of Semarang)

Citra Ajeng Isywari, A. Ferdinand, Farida Indriani
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引用次数: 1

Abstract

This research specifically examines the effect of competitor orientation on marketing performance through service value co-creation quality, service innovation capability and service value proposition. The object of this research is Baitul Maal wat Tamwil (BMT) in ex-Residency Semarang, Central Java, Indonesia. This research is analyzed with Structural Equation Model (SEM) using AMOS software. Based on the result of the research, it can be concluded that competitor orientation positively and significantly can affect the service value co-creation quality and service innovation capability owned by BMT. Service value co-creation quality positively and significantly can affect the service innovation capability and marketing performance of BMT. Service innovation capability positively and significantly influences the service value proposition and service value proposition positively and significantly can influence BMT’s marketing performance.
以竞争对手为导向构建营销绩效(以三宝垄原址百丽酒店为实证研究)
本研究通过服务价值共创品质、服务创新能力和服务价值主张,具体考察了竞争对手导向对营销绩效的影响。本研究以印度尼西亚中爪哇省三宝垄市前居民Baitul Maal wat Tamwil (BMT)为研究对象。利用AMOS软件,采用结构方程模型(SEM)对研究结果进行分析。研究结果表明,竞争对手导向对BMT的服务价值共创质量和服务创新能力具有显著的正向影响。服务价值共创质量对BMT的服务创新能力和营销绩效具有显著的正向影响。服务创新能力正向显著影响服务价值主张,服务价值主张正向显著影响BMT营销绩效。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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