Investigating the Meditative Role of Innovation Orientation and Marketing Capabilities between the Competitive Intensity and Customer Relationship Performance

Abstract

This study aims to test a conceptual model which shows the impact of marketing capabilities and innovation orientation on customer relationship performance. This study is placed in the group of descriptive survey research. According to the fact that the expected results can be applied to the ways of dealing with customers, this research can be considered an applied study. This research is also a kind of correlative study since the relationship between variables is examined by using correlation coefficient. It was found that expected competitive intensity impacts on both marketing capabilities and innovation orientation. Further, marketing capabilities and innovative orientation underlie customer relationship performance of firms. A key limitation of this study is that the questions about customer relationship performance are answered by employees. The result of this study suggests that firms should be prepared to take advantage of their innovation and marketing capabilities especially when they face high competitive intensity. Researchers proposed a model according to the theoretical framework and research objectives. The findings of this study suggest that bank managers will find opportunities and they will play an important role in strengthening marketing capabilities and customer relationship performance.