Marketing Innovativeness on Marketing Performance: Role of Religio-Centric Relational Marketing Strategy

Q2 Business, Management and Accounting

Journal of Relationship Marketing Pub Date : 2020-01-02 DOI:10.1080/15332667.2019.1664869

M. Mulyana, H. Hendar, M. Zulfa, Alifah Ratnawati

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引用次数: 16

Abstract

Abstract This paper is an empirical study aimed at investigating the effect of marketing innovativeness, market sensing capabilities and customer relationship management on marketing performance. The researchers tried to develop and solve the problem of the gap between marketing innovativeness and marketing performance. The respondents of this study were 318. Some of them are leaders or owners of SMEs Muslim fashion in Central Java, Indonesia. Data was analyzed by using Structural Equation Modeling (SEM). The results of the study show that marketing innovativeness (MI) has no significant effect on marketing performance (MP), while market sensing capabilities (MSC) and Customer Relationship Management Capabilities (CRMC) have a significant effect on marketing performance. Likewise, marketing innovativeness, market sensing capabilities, and CRM capabilities have a significant effect on the religio-centric relational marketing strategy. Furthermore, religio-centric relational marketing strategy (RRMS) is able to mediate the relationship between marketing innovativeness and marketing performance.

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营销创新对营销绩效的影响：以可靠性为中心的关系营销策略

摘要本文是一项实证研究，旨在探讨营销创新能力、市场感知能力和客户关系管理对营销绩效的影响。研究人员试图开发和解决营销创新与营销绩效之间的差距问题。本研究的调查对象为318人。他们中的一些人是印度尼西亚中爪哇穆斯林时尚中小企业的领导者或所有者。采用结构方程模型(SEM)对数据进行分析。研究结果表明，营销创新性(MI)对营销绩效(MP)没有显著影响，而市场感知能力(MSC)和客户关系管理能力(CRMC)对营销绩效有显著影响。同样，营销创新能力、市场感知能力和客户关系管理能力对以宗教为中心的关系营销策略也有显著影响。此外，以宗教为中心的关系营销策略能够中介营销创新与营销绩效之间的关系。

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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来源期刊

Journal of Relationship Marketing Business, Management and Accounting-Marketing

CiteScore

10.20

自引率

0.00%

发文量

期刊介绍： The Journal of Relationship Marketing is a quarterly journal that publishes peer-reviewed (double-blind) conceptual and empirical papers of original works that make serious contributions to the understanding and advancement of relationship and marketing theory, research, and practice. This academic journal is interdisciplinary and international in nature. Topics of interest (not limited to): Evolution and life cycle of RM; theoretical and methodological issues in RM; types of RM, networks and strategic alliances; internal communication, quality, trust, commitment, satisfaction, loyalty, and dissolution in RM; applications of RM in different disciplines and industries; international perspectives in RM; RM strategies in services economy, higher education, and e-commerce; RM, technology, and the Web; profitability and RM; case studies and best practices in RM. If you are interested in becoming an ad-hoc reviewer, please e-mail a brief statement indicating your area of expertise and interest along with a copy of your CV.