Authors: Shampy Kamboj; Zillur Rahman
Addresses: Amity School of Business, Amity University, Noida Campus, Sector 125, Gautam Budh Nagar, Noida, Uttar Pradesh – 201303, India ' Department of Management Studies, Indian Institute of Technology, 247667 Roorkee Uttarakhand, India
Abstract: The purpose of this study is to conceptualise, develop, and validate the multidimensional measure of marketing capabilities of service firms. This study is based on a series of pre-tests, and two large survey-based studies of Indian service firms. The 18 items scale developed through this study that can be used to measure marketing capability of service firms. Researchers and practitioners can use the scale developed through this study to effectively measure marketing capability of service firms. Although, there are scales to measure marketing capability of manufacturing and hi-tech industries, there is no scale that measures marketing capability of service firms. This research fills this gap by developing a scale with 18 items that effectively measures the marketing capability of service firms.
Keywords: customer; marketing capabilities; scale development; services; service firms.
International Journal of Business Information Systems, 2018 Vol.29 No.4, pp.502 - 534
Received: 05 Oct 2016
Accepted: 07 Apr 2017
Published online: 09 Nov 2018 *