Organizational resources enabling service responsiveness: evidence from Greece

Vasilios Theoharakis, Graham J. Hooley

Research output: Contribution to journalArticlepeer-review

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.

Original languageEnglish
Pages (from-to)695-702
Number of pages8
JournalIndustrial Marketing Management
Volume32
Issue number8
DOIs
Publication statusPublished - Nov 2003

Keywords

  • customer responsiveness
  • organizational learning
  • relationship marketing
  • strategic flexibility

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