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The use of organizational capabilities to increase customer value

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  • Martelo, Silvia
  • Barroso, Carmen
  • Cepeda, Gabriel

Abstract

The importance of the customer's role in the management of a firm has been increasing for the last twenty years. A firm's organizational capabilities, both internally and externally oriented, are essential for increasing customer value creation and the focus of this paper is on market orientation, knowledge management and customer relationship management. The aim of the study is also to identify possible combinations of these organizational capabilities and to propose and analyze a sequence that will allow the creation of superior customer value. Thus, the authors test how a firm should recombine its existing capabilities when customers demand superior value in the Spanish banking industry. The results show that a specific combination of organizational capabilities can increase the customer value.

Suggested Citation

  • Martelo, Silvia & Barroso, Carmen & Cepeda, Gabriel, 2013. "The use of organizational capabilities to increase customer value," Journal of Business Research, Elsevier, vol. 66(10), pages 2042-2050.
    • Handle: RePEc:eee:jbrese:v:66:y:2013:i:10:p:2042-2050
    DOI: 10.1016/j.jbusres.2013.02.030
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    2. Deszczyński, Bartosz & Beręsewicz, Maciej, 2021. "The maturity of relationship management and firm performance – A step toward relationship management middle-range theory," Journal of Business Research, Elsevier, vol. 135(C), pages 358-372.
    3. Alfredo Flores-Hernández & Ana Olavarría-Jaraba & Guadalupe Valera-Blanes & Rosario Vázquez-Carrasco, 2020. "Sustainability and Branding in Retail: A Model of Chain of Effects," Sustainability, MDPI, vol. 12(14), pages 1-15, July.
    4. Hamed Gholami & Muhamad Zameri Mat Saman & Abbas Mardani & Dalia Streimikiene & Safian Sharif & Norhayati Zakuan, 2018. "Proposed Analytic Framework for Student Relationship Management based on a Systematic Review of CRM Systems Literature," Sustainability, MDPI, vol. 10(4), pages 1-20, April.
    5. Urueña, Alberto & Hidalgo, Antonio & Arenas, Álvaro E., 2016. "Identifying capabilities in innovation projects: Evidences from eHealth," Journal of Business Research, Elsevier, vol. 69(11), pages 4843-4848.
    6. Idahosa Igbinakhase & Vannie Naidoo, 2018. "Organisational Capabilities and Replicating Successful Programs Designed to Empower Poor Youths: A Correlational Study," Journal of Economics and Behavioral Studies, AMH International, vol. 10(5), pages 89-99.
    7. Byungjoo Paek & Heesang Lee, 2018. "Strategic entrepreneurship and competitive advantage of established firms: evidence from the digital TV industry," International Entrepreneurship and Management Journal, Springer, vol. 14(4), pages 883-925, December.

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