The moderating role of market orientation with relation to e-marketing, marketing capability, learning capability, innovation capability and organisational performance
by Mujahed Hani Ali Altahrawi; Rula Ratib Mezed Jerisat; Taghreed Abdellatif Elian Alazzam; Amal Fadel Ali Tommalieh
International Journal of Business Excellence (IJBEX), Vol. 31, No. 1, 2023

Abstract: This study attempts to gain insight into what factor influence on customer engagement and organisational performance. The research model of this study comprises e-marketing and organisational capability factors to investigate customer engagement. Additionally, the moderating role of market orientation was studied between customer engagement and organisational performance. Data were analysed with latest statistical approach namely structural equation modelling (SEM). Results revealed substantial variance R² 53.2% in customer engagement and R² 55.1% variance in organisational performance. The effect size analysis (f²) indicates that customer engagement has large effect size in predicting organisational performance. The predictive relevance of the model was tested with Q² indicated substantial power to predict market orientation and organisational performance. For managerial implications, this study is suggested that constructs like customer engagement, e-marketing, market orientation, learning capability and innovation capability are the most important constructs that managers should take into consideration in order to enhance the organisational performance.

Online publication date: Thu, 21-Sep-2023

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Business Excellence (IJBEX):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com