Customer Interaction Management Capabilities on the Micro-Retail Fashion in Indonesia
Hendar H., Nurhayati T.
Abstract
This article aims to investigate and examine Customer Interaction Management Capabilities (CIMaC) as mediator in the relation of Market Intelligence Quality (MIQ) and Customer-Centric Commitment (CCC) with New Product Performance (NPP). A Structural Equation Model (SEM) is used to test the empirical research design, using the data retrieved from micro-retail owners in Central Java, Indonesia. A Confirmatory Factor Model is used to test the multi-dimensionality of a theoretical construct (construct validity test). The findings show that only MIQ influences NPP, while CCC does not. However, CIMaC genuinely mediate the relationship between MIQ and CCC with NPP. By investigating the literature of various market learning, CRM, NPD, and entrepreneurship, this study offers a unique analysis about the market intelligence quality, customer-centric commitment and its impacts on customer interaction management capability, and the new product performance. Conceptual discussion and empiric results explore the previous research about market orientation culture on micro businesses.
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