Organizational resources enabling service responsiveness: evidence from Greece

Vasilios Theoharakis, Graham J. Hooley

Research output: Contribution to journalArticlepeer-review


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
Issue number8
Publication statusPublished - Nov 2003


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


Dive into the research topics of 'Organizational resources enabling service responsiveness: evidence from Greece'. Together they form a unique fingerprint.

Cite this