Why does environmental uncertainty have a moderating effect on marketing performance? A comparative analysis of Indonesian and Thai service industries

• Autorzy: Nuryakin , Fatmawat Indah , Siriyota Kumpanat

Identyfikatory

DOI

10.2478/emj-2022-0026

• Języki publikacji: EN

Abstrakty

EN

This study examined CRM’s effect on marketing performance and customer focus strategies. It also investigates the moderating role of environmental uncertainty in the relationship between CRM and customer focus on marketing performance. A quantitative research approach was used with a sample of the service industry in two countries, Indonesia and Thailand. The analysis unit was the manager responsible for customer relations. The number of examined surveys amounted to 406, with a distribution of 200 respondents from Thailand and 206 — from Indonesia. The purposive sampling approach was used. The study results indicated that CRM had a positive effect on marketing performance and customer focus. The latter positively affected marketing performance. The study also found that environmental uncertainty strengthened the relationship between CRM and the customer focus on marketing.

Słowa kluczowe

EN

CRM; customer focus; marketing performance; environmental uncertainty

PL

CRM; orientacja na klienta; wydajność marketingowa; niepewność otoczenia

• Wydawca: Oficyna Wydawnicza Politechniki Białostockiej
• Czasopismo: Engineering Management in Production and Services
• Rocznik: 2022
• Tom: Vol. 14, no. 3
• Strony: 57--67
• Opis fizyczny: Bibliogr. 63 poz., tab., wykr.

Twórcy

autor

Nuryakin

• Management Department, Universitas Muhammadiyah Yogyakarta, Indonesia

• https://orcid.org/0000-0002-4998-9601

autor

Fatmawat Indah

• Management Department, Universitas Muhammadiyah Yogyakarta, Indonesia

autor

Siriyota Kumpanat

• Khon Kaen Business School, Khon Kaen University, Thailand

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Uwagi

Opracowanie rekordu ze środków MEiN, umowa nr SONP/SP/546092/2022 w ramach programu "Społeczna odpowiedzialność nauki" - moduł: Popularyzacja nauki i promocja sportu (2022-2023).