Pengaruh Marketing Capability terhadap Competititve Advantage melalui Customer Engagement dan Perceived Value sebagai variabel intervening pada PT Nutrifood Indoneisa di Surabaya

Wimpi Sugeng Suyitno(1*),


(1) 
(*) Corresponding Author

Abstract


Penelitian ini bertujuan untuk menganalisa pengaruh dari Marketing Capability (Pricing, New Product Development, Channel Management, Marketing Communication, Selling, Market Information Management, Marketing Implementation) terhadap Competitive Advantage (Price, Quality, Delivery, Flexibility) pada PT Nutrifood Indonesia di Surabaya melalui Customer Engagement (Enthusiasm, Enjoyment, Attention, Absorption, Sharing, Learning, Endorsing) dan Perceived Value (Quality, Emotional, Price, Social) sebagai variabel intervening.

Penelitian ini dilaksanakan dengan menyebarkan kuisioner kepada 100 responden customer Nutrifood di Surabaya. Teknik analisa yang digunakan adalah teknik analisis kuantitatif dengan metode path analysis

Keywords


Marketing Capability, Customer Engagement, Perceived Value, Competitive Advantage

Full Text:

PDF

References


Amos, O. A. (2012) Effect of Outsourcing Strategies on the Organizational Performance of Fast Foods Industry in Lagos State, A Research Project Submitted in Partial

Brodie, R. J., Hollebeek, L. D., Juric, B., & Ilic, A. (2011). Customer Engagement : Conceptual Domain , Fundamental Propositions , and Implications for Research. Journal of Service Research.

Day, G. S. (1994). The Capabilities of Market-Driven Organizations. Journal of Marketing, 58(4), 37–52.

Kumar, V., Aksoy, L., Donkers, B., Venkatesan, R., Wiesel, T., & Tillmanns, S. (2010). Undervalued or Overvalued Customers : Capturing Total Customer Engagement Value. Journal of Service Research, 13(3), 297–310

Li, S., Ragu-nathan, B., Ragu-nathan, T. S., & Rao, S. S. (2006). The impact of supply chain management practices on competitive advantage and organizational performance. The International Journal of Management Science, 34, 107–124.

Mascarenhas, O. A., Kesavan, R., Bernacchi, M., (2006),"Lasting customer loyalty: a total customer experience approach", Journal of Consumer Marketing, Vol. 23 Iss 7 pp. 397 – 405

Murray, J. Y., Gao, G. Y., & Kotabe, M. (2011). Market orientation and performance of export ventures : the process through marketing capabilities and competitive advantages. Journal of Academy of Marketing Science, 39, 252–269.

Sandstrom, S., Edvardsson, B., Kristensson, P., & Magnusson, P., (2008),"Value in use through service experience", Managing Service Quality: An International Journal, Vol. 18 Iss 2 pp. 112 – 126

Sashi, C. M. (2012). Customer engagement, buyer-seller relationships, and social media. Journal of Management Decision, 50(2), 253–272.


Refbacks

  • There are currently no refbacks.