Marketing capabilities, stakeholders’ satisfaction, and performance

Sonia Cruz-Ros (), Tomás González Cruz () and Carmen Pérez-Cabañero ()

Service Business, 2010, vol. 4, issue 3, 209-223

Abstract: This study shows that the relationship between marketing capabilities and firm financial performance can be better understood when it is drawn using stakeholder satisfaction as an additional variable, in the context of the service industry. Results from 152 Spanish service organizations indicate that superior marketing capabilities lead to higher levels of stakeholder satisfaction, which consequently improves financial firm performance. Results complement previous research which found a strong relationship between marketing capabilities and performance when the latter includes financial and nonfinancial indicators. Marketing capabilities improve not only customer satisfaction but also employee fulfillment which, in turn, may increase financial indicators. Copyright Springer-Verlag 2010

Keywords: Marketing capabilities; Performance; Stakeholder satisfaction; Service industry; Causal model (search for similar items in EconPapers)
Date: 2010
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Citations: View citations in EconPapers (4)

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DOI: 10.1007/s11628-009-0078-2

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