Marketing Innovativeness on Marketing Performance: Role of Religio-Centric Relational Marketing Strategy

Abstract

This paper is an empirical study aimed at investigating the effect of marketing innovativeness, market sensing capabilities and customer relationship management on marketing performance. The researchers tried to develop and solve the problem of the gap between marketing innovativeness and marketing performance. The respondents of this study were 318. Some of them are leaders or owners of SMEs Muslim fashion in Central Java, Indonesia. Data was analyzed by using Structural Equation Modeling (SEM). The results of the study show that marketing innovativeness (MI) has no significant effect on marketing performance (MP), while market sensing capabilities (MSC) and Customer Relationship Management Capabilities (CRMC) have a significant effect on marketing performance. Likewise, marketing innovativeness, market sensing capabilities, and CRM capabilities have a significant effect on the religio-centric relational marketing strategy. Furthermore, religio-centric relational marketing strategy (RRMS) is able to mediate the relationship between marketing innovativeness and marketing performance.