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Exploring the roles of marketing and selling capabilities in delivering critical customer centric performance and brand performance outcomes for B2B firms

Citation

Siahtiri, V and O'Cass, AG and Viet Ngo, L, Exploring the roles of marketing and selling capabilities in delivering critical customer centric performance and brand performance outcomes for B2B firms, Journal of Strategic Marketing, 22, (5) pp. 379-395. ISSN 0965-254X (2014) [Refereed Article]

Copyright Statement

Copyright 2014 Taylor & Francis

DOI: doi:10.1080/0965254X.2013.876083

Abstract

Superiority in both marketing and selling (or sales) is argued to be essential for achieving specific business outcomes. While the interface between marketing and selling has received attention, there has been little, if any, research focusing on the contribution of these two important functions (residing within the marketing and sales departments) in achieving superior customer attraction, retention, and satisfaction representing key customer centric performance indicators. Specifically, we theorize that both marketing and selling capability are critical drivers of customer centric performance, which in turn enhances the firmsí brand performance. Empirical findings support these theoretical propositions. We also take the view that a firmsí market orientation impacts the relationship between its marketing and selling capability and customer centric performance.

Item Details

Item Type:Refereed Article
Keywords:marketing capability; selling capability; customer centric performance; brand performance; market orientation; customer acquisition; retention; satisfaction
Research Division:Commerce, Management, Tourism and Services
Research Group:Marketing
Research Field:Marketing Management (incl. Strategy and Customer Relations)
Objective Division:Economic Framework
Objective Group:Management and Productivity
Objective Field:Marketing
Author:Siahtiri, V (Ms Vida Siahtiri)
Author:O'Cass, AG (Professor Aron O'Cass)
ID Code:97075
Year Published:2014
Deposited By:Tasmanian School of Business and Economics
Deposited On:2014-12-02
Last Modified:2017-11-28
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