Organizational resources enabling service responsiveness:evidence from Greece

Theoharakis, Vasilios and Hooley, Graham J. (2003). Organizational resources enabling service responsiveness:evidence from Greece. Industrial Marketing Management, 32 (8), pp. 695-702.

Abstract

This article examines the implementation of relationship marketing strategy based on a sample of business-to-business firms operating in Greece. Organizational resources, including a focus on learning and flexibility/adaptation in strategic planning, are demonstrated to be antecedents of effective relationship marketing strategies. The possession of these resources lead to superior customer performance (as measured by customer satisfaction and loyalty) and, ultimately, superior financial performance (as measured by profit levels, profit margin, and ROI). Our results provide support for the development of organizational resources that foster and enable relationship marketing in business-to-business environments since such resources are linked with improved firm performance. © 2003 Elsevier Inc. All rights reserved.

Publication DOI: https://doi.org/10.1016/j.indmarman.2003.06.009
Divisions: Aston Business School > Marketing & strategy
Aston Business School > Marketing & strategy research group
Aston University (General)
Uncontrolled Keywords: customer responsiveness,organizational learning,relationship marketing,strategic flexibility,Marketing
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Related URLs: http://www.scop ... tnerID=8YFLogxK (Scopus URL)
Published Date: 2003-11
Authors: Theoharakis, Vasilios
Hooley, Graham J.

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