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Marketing capabilities, stakeholders’ satisfaction, and performance

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  • Sonia Cruz-Ros
  • Tomás González Cruz
  • Carmen Pérez-Cabañero

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

Suggested Citation

  • Sonia Cruz-Ros & Tomás González Cruz & Carmen Pérez-Cabañero, 2010. "Marketing capabilities, stakeholders’ satisfaction, and performance," Service Business, Springer;Pan-Pacific Business Association, vol. 4(3), pages 209-223, December.
    • Handle: RePEc:spr:svcbiz:v:4:y:2010:i:3:p:209-223
    DOI: 10.1007/s11628-009-0078-2
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    References listed on IDEAS

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    Cited by:

    1. Halil Nadiri, 2011. "Customers’ zone of tolerance for retail stores," Service Business, Springer;Pan-Pacific Business Association, vol. 5(2), pages 113-137, June.
    2. Zélia Serrasqueiro & Manuel Armada & Paulo Nunes, 2011. "Pecking Order Theory versus Trade-Off Theory: are service SMEs’ capital structure decisions different?," Service Business, Springer;Pan-Pacific Business Association, vol. 5(4), pages 381-409, December.
    3. Sardo, Filipe & Serrasqueiro, Zélia & Félix, Elisabete G.S., 2020. "Does Venture Capital affect capital structure rebalancing? The case of small knowledge-intensive service firms," Structural Change and Economic Dynamics, Elsevier, vol. 53(C), pages 170-179.
    4. Kerstin Bremser & María del Mar Alonso-Almeida & Josep Llach, 2018. "Strategic alternatives for tourism companies to overcome times of crisis," Service Business, Springer;Pan-Pacific Business Association, vol. 12(2), pages 229-251, June.

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