IDEAS home Printed from https://ideas.repec.org/a/zbw/espost/243091.html
   My bibliography  Save this article

Marketing performance of service firms: Recognizing market sensing capability and customer interaction orientation

Author

Listed:
  • Kankam-Kwarteng, Collins
  • Sarpong, Appiah
  • Amofah, Ofosu
  • Acheampong, Stephen

Abstract

Purpose: This study examines the effect of market sensing and interaction orientation capabilities on the marketing performance of service based firms in Ghana. The study particularly explored the moderation effect of interaction orientation capability on the relationship between market sensing and firm performance of the service firms. Methods: This study adopted the survey approach focusing on a convenient sample of 200 employees of service firms. The hierarchical multiple regression analysis was used to establish the relationship between the variables of interest. Results: the study revealed that market sensing capability and interaction orientation significantly account for variations in the marketing performance of the service businesses. Furthermore, the findings showed that the interaction of market sensing and interaction orientation capabilities is vital for extracting a higher marketing. Implications: The research target of service firms limits the generalizability of the findings since the participants were not proportionally participated. In addition to insights on how marketing sensing and interaction orientation should fit the realization of marketing performance, the research offers other ideas to enhance measurement of marketing performance based on customer profits and customer relations.

Suggested Citation

  • Kankam-Kwarteng, Collins & Sarpong, Appiah & Amofah, Ofosu & Acheampong, Stephen, 2021. "Marketing performance of service firms: Recognizing market sensing capability and customer interaction orientation," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 7, pages 8-48.
    • Handle: RePEc:zbw:espost:243091
    DOI: 10.5281/zenodo.5548486
    as

    Download full text from publisher

    File URL: https://www.econstor.eu/bitstream/10419/243091/1/7-2-4.pdf
    Download Restriction: no
    File URL: https://libkey.io/10.5281/zenodo.5548486?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Salah, Marwa & Abou-Shouk, Mohamed A., 2019. "The effect of customer relationship management practices on airline customer loyalty," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 5(2), pages 11-19.
    2. Einar Rasmussen & Simon Mosey & Mike Wright, 2011. "The Evolution of Entrepreneurial Competencies: A Longitudinal Study of University Spin‐Off Venture Emergence," Journal of Management Studies, Wiley Blackwell, vol. 48, pages 1314-1345, September.
    3. Del Chiappa, Giacomo & Bregoli, Ilenia & Fotiadis, Anestis K., 2021. "The impact of COVID-19 on Italian accommodation: A supply-perspective," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 7(1), pages 13-22.
    4. Katz, Raul L., 1986. "Explaining information sector growth in developing countries," Telecommunications Policy, Elsevier, vol. 10(3), pages 209-228, September.
    5. Kankam-Kwarteng, Collins & Osman, Barbara & Acheampong, Stephen, 2020. "Performance of restaurants: Recognizing competitive intensity and differentiation strategies," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 6(3), pages 25-34.
    6. Krakover, Shaul & Corsale, Andrea, 2021. "Sieving tourism destinations: Decision-making processes and destination choice implications," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 7(1), pages 33-43.
    7. Jin Cao & Zhibin Jiang & Kangzhou Wang, 2016. "Customer demand prediction of service-oriented manufacturing incorporating customer satisfaction," International Journal of Production Research, Taylor & Francis Journals, vol. 54(5), pages 1303-1321, March.
    8. Elif Akben-Selcuk, 2016. "Does Firm Age Affect Profitability? Evidence from Turkey," International Journal of Economic Sciences, International Institute of Social and Economic Sciences, vol. 5(3), pages 1-9, September.
    9. Chatzigeorgiou, Chryssoula & Christou, Evangelos & Simeli, Ioanna, 2019. "Confidence and loyalty for agrotourism brands: The Lesvos paradigm," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 14(1), pages 151-166.
    10. Rapp, Adam & Trainor, Kevin J. & Agnihotri, Raj, 2010. "Performance implications of customer-linking capabilities: Examining the complementary role of customer orientation and CRM technology," Journal of Business Research, Elsevier, vol. 63(11), pages 1229-1236, November.
    11. Bonarou, Christina, 2021. "The poetics of travel through unravelling visual representations on postcards: A critical semiotics analysis," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 7(1), pages 44-53.
    12. Anning-Dorson, Thomas, 2018. "Customer involvement capability and service firm performance: The mediating role of innovation," Journal of Business Research, Elsevier, vol. 86(C), pages 269-280.
    13. Vasiliki V Daskalaki & Maria C Voutsa & Christina Boutsouki & Leonidas Hatzithomas, 2020. "Service quality, visitor satisfaction and future behavior in the museum sector," Post-Print hal-02440954, HAL.
    14. Salah, Marwa & Abou-Shouk, Mohamed A., 2019. "The effect of customer relationship management practices on airline customer loyalty," MPRA Paper 98032, University Library of Munich, Germany.
    15. Kankam-Kwarteng, Collins & Osman, Barbara & Acheampong, Stephen, 2020. "Performance of restaurants: Recognizing competitive intensity and differentiation strategies," MPRA Paper 103781, University Library of Munich, Germany.
    16. Dwi Kartikasari & Marisa Merianti, 2016. "The Effect of Leverage and Firm Size to Profitability of Public Manufacturing Companies in Indonesia," International Journal of Economics and Financial Issues, Econjournals, vol. 6(2), pages 409-413.
    17. Hui Feng & Neil A. Morgan & Lopo L. Rego, 2017. "Firm capabilities and growth: the moderating role of market conditions," Journal of the Academy of Marketing Science, Springer, vol. 45(1), pages 76-92, January.
    18. Christou, Evangelos, 2013. "Exploring brand confusion through hotel adverts," MPRA Paper 98211, University Library of Munich, Germany.
    19. Hindley, Brian, 1988. "Service Sector Protection: Considerations for Developing Countries," The World Bank Economic Review, World Bank, vol. 2(2), pages 205-224, May.
    20. Daskalaki, Vasiliki V. & Voutsa, Maria C. & Boutsouki, Christina & Hatzithomas, Leonidas, 2020. "Service quality, visitor satisfaction and future behavior in the museum sector," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 6(1), pages 3-8.
    21. Fotiadis, Anestis, 2018. "Modelling wedding marketing strategies: An fsQCA Analysis," MPRA Paper 88249, University Library of Munich, Germany.
    22. Mugobi, Thereza & Mlozi, Shogo, 2021. "The impact of external factors on ICT usage practices at UNESCO World Heritage Sites," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 7(1), pages 3-12.
    23. Rajkumar Venkatesan & Alexander Bleier & Werner Reinartz & Nalini Ravishanker, 2019. "Improving customer profit predictions with customer mindset metrics through multiple overimputation," Journal of the Academy of Marketing Science, Springer, vol. 47(5), pages 771-794, September.
    24. David J. Teece, 2007. "Explicating dynamic capabilities: the nature and microfoundations of (sustainable) enterprise performance," Strategic Management Journal, Wiley Blackwell, vol. 28(13), pages 1319-1350, December.
    25. Maurizio Zollo & Sidney G. Winter, 2002. "Deliberate Learning and the Evolution of Dynamic Capabilities," Organization Science, INFORMS, vol. 13(3), pages 339-351, June.
    26. Chatzigeorgiou, Chryssoula & Christou, Evangelos & Simeli, Ioanna, 2019. "Confidence and loyalty for agrotourism brands: The Lesvos paradigm," MPRA Paper 93898, University Library of Munich, Germany.
    27. Chatzigeorgiou, Chryssoula & Christou, Evangelos, 2019. "Social media in tourism marketing: Travellers’ attitudes and encounters," EconStor Conference Papers 215794, ZBW - Leibniz Information Centre for Economics.
    28. Marwa Salah & Mohamed A Abou-Shouk, 2019. "The effect of customer relationship management practices on airline customer loyalty," Post-Print hal-02454932, HAL.
    29. Chatzigeorgiou, Chryssoula & Christou, Evangelos, 2019. "Social media in tourism marketing: Travellers’ attitudes and encounters," MPRA Paper 98793, University Library of Munich, Germany.
    30. Peter Enderwick, 1991. "Service Sector Multinationals and Developing Countries," Palgrave Macmillan Books, in: Peter J. Buckley & Jeremy Clegg (ed.), Multinational Enterprises in Less Developed Countries, chapter 13, pages 292-309, Palgrave Macmillan.
    31. Alex Coad & Jacob Rubæk Holm & Jackie Krafft & Francesco Quatraro, 2018. "Firm age and performance," Journal of Evolutionary Economics, Springer, vol. 28(1), pages 1-11, January.
    32. Morgan, Neil A. & Slotegraaf, Rebecca J. & Vorhies, Douglas W., 2009. "Linking marketing capabilities with profit growth," International Journal of Research in Marketing, Elsevier, vol. 26(4), pages 284-293.
    33. Ivanova, Maria & Torkkeli, Lasse, 2013. "Managerial sensemaking of interaction within business relationships: A cultural perspective," European Management Journal, Elsevier, vol. 31(6), pages 717-727.
    34. Nechoud, Lamia & Ghidouche, Faouzi & Seraphin, Hugues, 2021. "The influence of eWOM credibility on visit intention: An integrative moderated mediation model," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 7(1), pages 54-63.
    35. Martin, Silvia L. & Javalgi, Rajshekhar G. & Cavusgil, Erin, 2017. "Marketing capabilities, positional advantage, and performance of born global firms: Contingent effect of ambidextrous innovation," International Business Review, Elsevier, vol. 26(3), pages 527-543.
    36. Daskalaki, Vasiliki V. & Voutsa, Maria C. & Boutsouki, Christina & Hatzithomas, Leonidas, 2020. "Service quality, visitor satisfaction and future behavior in the museum sector," MPRA Paper 98246, University Library of Munich, Germany.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Yağmur, Yenal & Aksu, Akın, 2022. "Investigation of destination image mediating effect on tourists’ risk assessment, behavioural intentions and satisfaction," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 8(1), pages 27-37.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Collins Kankam-Kwarteng & Appiah Sarpong & Ofosu Amofah & Stephen Acheampong, 2021. "Marketing performance of service firms: Recognizing market sensing capability and customer interaction orientation," Post-Print hal-03376959, HAL.
    2. Misirlis, Nikolaos & Elshof, Marjon & Vlachopoulou, Maro, 2021. "Modeling Facebook users' behavior towards the use of pages related to healthy diet and sport activities," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 7, pages 49-57.
    3. Nikolaos Misirlis & Marjon Elshof & Maro Vlachopoulou, 2021. "Modeling Facebook users' behavior towards the use of pages related to healthy diet and sport activities," Post-Print hal-03381355, HAL.
    4. Johnson, Catherine & McLaughlin, James, 2020. "Tourism branding and promotion: A critical approach," MPRA Paper 100706, University Library of Munich, Germany.
    5. Manosso, Franciele Cristina & Domareski Ruiz, Thays Cristina, 2021. "Using sentiment analysis in tourism research: A systematic, bibliometric, and integrative review," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 7, pages 16-27.
    6. Scholtz, Marco & De Ridder, Kaat, 2021. "Brace for impact! COVID-19, lockdown and the initial reaction and adaptability of Flemish travel consumers," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 7, pages 28-37.
    7. Thees, Hannes & Störmann, Elina & Thiele, Franziska & Olbrich, Natalie, 2021. "Shaping digitalization among German tourism service providers: Processes and implications," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 7, pages 3-15.
    8. Bui, Trong Tien Bao, 2022. "An evaluation of the new tourist behavior model based on the extended theory of planned behavior," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 8(2), pages 48-57.
    9. Margarida Anjo, Ana & Sousa, Bruno & Santos, Vasco & Lopes Dias, Álvaro & Valeri, Marco, 2021. "Lisbon as a literary tourism site: Εssays of a digital map of Pessoa as a new trigger," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 7, pages 58-67.
    10. Cristina Franciele & Thays Christina Domareski Ruiz, 2021. "Using sentiment analysis in tourism research: A systematic, bibliometric, and integrative review," Post-Print hal-03373984, HAL.
    11. Yağmur, Yenal & Aksu, Akın, 2022. "Investigation of destination image mediating effect on tourists’ risk assessment, behavioural intentions and satisfaction," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 8(1), pages 27-37.
    12. Marco Scholtz & Kaat de Ridder, 2021. "Brace for impact! COVID-19, lockdown and the initial reaction and adaptability of Flemish travel consumers," Post-Print hal-03373987, HAL.
    13. Sharon, Teitler Regev & Shahrabani, Shosh, 2021. "Health precautions while traveling after COVID-19," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 7, pages 68-73.
    14. Gartner, Simone & Nicholson, Alexander & Christou, Eleftherios, 2020. "Tourism marketing and distribution through social media: Assessing business economic performance," MPRA Paper 99194, University Library of Munich, Germany.
    15. Giousmpasoglou, Charalampos & Dinh, Dzung, 2022. "Using contactless mobile payment in the Vietnamese restaurant industry," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 8(1), pages 3-15.
    16. Longman, John & Williams, Timothy, 2020. "Tourism destination branding through advertising strategies," MPRA Paper 99367, University Library of Munich, Germany.
    17. Angulo-Ruiz, Fernando & Donthu, Naveen & Prior, Diego & Rialp, Josep, 2018. "How does marketing capability impact abnormal stock returns? The mediating role of growth," Journal of Business Research, Elsevier, vol. 82(C), pages 19-30.
    18. Amanatidis, Dimitrios & Mylona, Ifigeneia & Mamalis, Spyridon & Kamenidou, Irene (Eirini), 2020. "Social media for cultural communication: A critical investigation of museums’ Instagram practices," MPRA Paper 100677, University Library of Munich, Germany.
    19. Johannes Habel & Sascha Alavi & Nicolas Heinitz, 2023. "A theory of predictive sales analytics adoption," AMS Review, Springer;Academy of Marketing Science, vol. 13(1), pages 34-54, June.
    20. Chatzigeorgiou, Chryssoula & Christou, Evangelos, 2020. "Adoption of social media as distribution channels in tourism marketing: A qualitative analysis of consumers’ experiences," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 6(1), pages 25-32.

    More about this item

    Keywords

    marketing performance; service firms; market sensing; interaction orientation;
    All these keywords.

    JEL classification:

    • M00 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General - - - General
    • L84 - Industrial Organization - - Industry Studies: Services - - - Personal, Professional, and Business Services
    • Z33 - Other Special Topics - - Tourism Economics - - - Marketing and Finance

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:zbw:espost:243091. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: ZBW - Leibniz Information Centre for Economics (email available below). General contact details of provider: https://edirc.repec.org/data/zbwkide.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.