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Linking customer resources to firm success: The role of marketing program implementation

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  • Lee, Ruby P.
  • Naylor, Gillian
  • Chen, Qimei

Abstract

Drawing from both resource-based view and dynamic capabilities theory, this research investigates how customer resources (i.e., knowledge and network size) influence firm performance through marketing program implementation. The current research shows that customer resources are critical to the development and execution of marketing programs, which can then lead to firm success. Through surveying 269 retailers, this study finds that while customer knowledge directly affects marketing program implementation, it does not directly influence firm performance. In contrast, customer network size not only directly contributes to marketing program implementation and firm performance, but also serves as a significant moderator.

Suggested Citation

  • Lee, Ruby P. & Naylor, Gillian & Chen, Qimei, 2011. "Linking customer resources to firm success: The role of marketing program implementation," Journal of Business Research, Elsevier, vol. 64(4), pages 394-400, April.
    • Handle: RePEc:eee:jbrese:v:64:y:2011:i:4:p:394-400
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    References listed on IDEAS

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    3. Carraresi, Laura & Mamaqi, Xhevrie & Albisu, Luis Miguel & Banterle, Alessandro, 2012. "Strategic Capabilities and Performance: An Application of Resource-Based View in Italian Food SMEs," 2012 International European Forum, February 13-17, 2012, Innsbruck-Igls, Austria 144955, International European Forum on System Dynamics and Innovation in Food Networks.
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    10. Suhail A. Bhat & Mushtaq A. Darzi & Shakir H. Parrey, 2018. "Antecedents of Customer Loyalty in Banking Sector: A Mediational Study," Vikalpa: The Journal for Decision Makers, , vol. 43(2), pages 92-105, June.
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