The Role of Customer Relationship Management in Mediating Market Orientation on Marketing Performance
Journal Title: IOSR Journal of Humanities and Social Science - Year 2018, Vol 23, Issue 6
Abstract
This study aims to analyze the effect of market orientation and customer relationship management on marketing performance, as well as the role of customer relationship management mediation on market orientation relationship to marketing performance. This research was conducted at a number of Bank Perkreditan Rakyat (BPR) in Non Sarbagita Region of Bali Province supported by 95 employees as respondents. The method of analysis in this study using Structural Equation Modeling-Partial Least Square (SEM-PLS). The results show that market orientation and customer relationship management have a significant positive effect on marketing performance. Likewise, market orientation has a significant positive effect on customer relationship management. Furthermore, customer relationship management plays a significant role as a partial mediation of market orientation relationships on marketing performance.
Authors and Affiliations
Ni Ketut Karwini, Made Wardana, I Putu Gde Sukaatmadja, I Gst. Ayu. Ketut Giantari
Keywords
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- EP ID EP419269
- DOI 10.9790/0837-2306052733.
- Views 78
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