Linking customer resources to firm success: The role of marketing program implementation |
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Authors: | Ruby P Lee Gillian Naylor Qimei Chen |
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Institution: | a College of Business, The Florida State University, Tallahassee, FL 32306-1110, United Statesb College of Business, University of Nevada, Las Vegas, 4505 Maryland Parkway, Las Vegas, NV 89154, United Statesc Shidler College of Business, The University of Hawaii, Manoa, 2404 Maile Way, Honolulu, HI 96822, United States |
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Abstract: | Drawing from both resource-based view and dynamic capabilities theory, this research investigates how customer resources (i.e., knowledge and network size) influence firm performance through marketing program implementation. The current research shows that customer resources are critical to the development and execution of marketing programs, which can then lead to firm success. Through surveying 269 retailers, this study finds that while customer knowledge directly affects marketing program implementation, it does not directly influence firm performance. In contrast, customer network size not only directly contributes to marketing program implementation and firm performance, but also serves as a significant moderator. |
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Keywords: | Customer knowledge Customer network size Marketing program implementation Retailing |
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