The impact of customer performance on IMC outcomes: firm size moderation in the inter-country context

Abstract

PurposeTaking the customer-centric nature of integrated marketing communications (IMC), this article investigates the specific role of customer performance in IMC effectiveness in various size companies applying inter-country context.Design/methodology/approachThe sample consists of the primary data from developed (Spain) and developing (Belarus) economies. A total of 540 manager respondents participated in the survey. The article uses structural equation modeling and multi-group analysis for analysis.FindingsWhen taking into consideration, customer performance affects the IMC outcome on the market and financial performance. The customer performance role varies in firms of various sizes and small- and medium -sized enterprises (SMEs) operating both in developed and developing economies.Research limitations/implicationsThe research underlines the significant role of customer performance in IMC implementation, which stimulates further investigation on the topic. It also closes the gap in the IMC outcomes analysis in SMEs operating in developed and developing economies.Practical implicationsCustomer evaluation plays a vital role in the IMC outcomes for market growth and financial returns. SMEs and larger companies implement IMC with different levels of effectiveness. SMEs with IMC implementation can gain an advantage over larger rivals and improve their market position. Moreover, the study generalizes the results by applying inter-country context.Originality/valueThis is a pioneering study of the complex IMC outcomes model under firms' size moderate conditions. The research applies an inter-country context.

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“…Finally, the method design included only the survey conducted in the Chinese market. To generalize the results, future studies may consider testing the model in an inter-country context (Butkouskaya et al. , 2021; Salcedo, 2021).…”

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“…Therefore, it implies that the market orientation can become the antecedent of CA. Market orientation is considered as one of strategic orientations, which has a strong impact on organizational performance ( Butkouskaya and Llonch-Andreu, 2021 ). Prior studies emphasize the cruciality of market orientation as its definition clearly explains that it is an organizational ability to perceive multi-dimensional market information (customers, competitors, and environmental trends; Kurniawan et al, 2020a ; Nurcholis, 2020 ).…”

“…However, most studies focus on the role of market orientation towards enhancing brand performance ( O'Cass and Ngo, 2007 ). As an organizational strategic strategy, market orientation can help consumers deepen their memory of the brand, form a good impression, and ultimately improve the enterprises’ performance through integrated marketing communication channels ( Butkouskaya and Llonch-Andreu, 2021 ). The organization’s market orientation strategies are conducive to guiding consumers to form a good brand image ( Urde et al, 2013 ).…”

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“…Thirdly, Salcedo (2021) suggests future research on economic behaviour and marketing science when considering the impacts of global crises such as COVID-19. These topics may enhance academics and practitioners' theoretical framework and managerial practices, as in Manhas (2010) and Butkouskaya et al. (2021).…”