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

Kankam-Kwarteng, Collins; Sarpong, Appiah; Amofah, Ofosu; Acheampong, Stephen

doi:10.5281/zenodo.5548486

Cited by 2 publications

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“…For instance, brand innovation and product differentiation represent metrics for marketing measurement, while market share represents metrics for performance measurement (Davcik & Grigoriou, 2016). Market sensing capability correlates with marketing effectiveness (Kankam-Kwarteng, Collins et al, 2021). Dynamic marketing capability is a tool to develop a new marketing mechanism which can offer new resources and capabilities to the organization (Barrales-Molina et al, 2017).…”

Section: Dynamic Marketing Capability (Dmc)mentioning

confidence: 99%

The Power of Dynamic Marketing Capability in Lao SMES: The Roles of Innovation and Entrepreneurial Capability

Syhachack,

Siriyota,

Thangchan

2024

RGSA

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Introduction: This quantitative study investigates the dynamic marketing capabilities of small and medium enterprises (SMEs) in Lao PDR, using the resource-based view theory (RBV) and the dynamic marketing capability theory (DMC) as theoretical frameworks. Methods: Data were collected through questionnaires distributed to 367 entrepreneurs in Vientiane, Savannakhet, and Champasack provinces. Structural Equation Modeling analysis was conducted using the SMART PLS 4.0 software. Results: Findings reveal that entrepreneurial capabilities and innovative abilities significantly influence the development of dynamic marketing capabilities among Lao SMEs. Dynamic marketing capabilities positively affected both marketing and firm performance. Discussion: The findings emphasize the importance of nurturing dynamic marketing capabilities for SMEs in Lao PDR. Environmental dynamism and government support examine the moderating role of external factors’ impact on SMEs' adaptability. Conclusion: This study underscores the significance of DMC for SMEs in enhancing organizational efficiency and profitability in Lao PDR. The findings can serve as a guideline for businesses and policymakers to navigate the complexities of the local business landscape.

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Section: Dynamic Marketing Capability (Dmc)mentioning

confidence: 99%

The Power of Dynamic Marketing Capability in Lao SMES: The Roles of Innovation and Entrepreneurial Capability

Syhachack,

Siriyota,

Thangchan

2024

RGSA

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“…In this way she would achieve above average customer satisfaction scores. These were the best practices implemented at Agoda as well as other service-based organizations in general (Kankam-Kwarteng et al, 2021).…”

Section: The Beginningmentioning

confidence: 99%

Integrating ‘Sejahtera’: A Holistic Approach at Agoda

Abdul Razak,

Ismail,

Mhd. Sarif

2023

IJCSM

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The case describes a practical approach adopted by a young Customer Service Specialist, Amalina Basir at Agoda, one of the world’s fastest growing online travel agencies. With a humble start in 2018 as a frontliner who managed calls, emails, and expectations between customers and their bookings, Amalina developed her career at Agoda. In 2021, Amalina was promoted as a Knowledge Management Specialist. Amalina often faced a compelling dilemma to find balance between giving the best services to the customers and maintaining the company’s best practices. Guided by an indigenous Malay concept of ‘sejahtera’, Amalina navigated her budding journey at Agoda in a holistic and balanced manner. Amalina’s ‘sejahtera’ principle was enhanced when she enrolled in an elective course on ‘Sejahtera Leadership’ during her studies in part-time Master of Business Administration (MBA) at the International Islamic University Malaysia (IIUM). Sejahtera Leadership taught Amalina to give a holistic view on the ten interconnected elements (i.e., SPICES) and find balance between the elements towards achieving a ‘sejahtera’ state and sustainable services in online travelling business.

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

Cited by 2 publications

References 0 publications

The Power of Dynamic Marketing Capability in Lao SMES: The Roles of Innovation and Entrepreneurial Capability

The Power of Dynamic Marketing Capability in Lao SMES: The Roles of Innovation and Entrepreneurial Capability

Integrating ‘Sejahtera’: A Holistic Approach at Agoda

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