WSEAS Transactions on Business and Economics
Print ISSN: 1109-9526, E-ISSN: 2224-2899
Volume 16, 2019
The Role of Customer Relationship Management and Partnership Relationship Management to Mediate Market Orientation on Marketing Performance
Authors: , , ,
Abstract: This study aims to examine and analyze the role of Customer Relationship Management and Partnership Relationship Management mediate the relationship of Market Orientation with Marketing Performance. This study took the object of research on Rural Banks in the Province of Bali, especially those operating in the non Sarbagita region. The population of the study were Bank leaders totaling 527 people, but the research samples were 100 according to Slovin’s calculation results with a degree of precision of 9%. Data processing is done based on Structural Equation Modeling Partial Least Square analysis tools with the SmartPLS 3.0 program. The results of the analysis show that Market Orientation has a significant positive effect on Customer Relationship Management, Partnership Relationship Management and Marketing Performance. Similarly, Customer Relationship Management and Partnership Relationship Management have a significant positive effect on Marketing Performance. The results of the analysis also found that Customer Relationship Management and Partnership Relationship Management acted as partial mediators of the relationship of Market Orientation with Marketing Performance.
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Keywords: Market Orientation, Customer Relationship Management, partnership relationship management, Marketing Performance
Pages: 316-321
WSEAS Transactions on Business and Economics, ISSN / E-ISSN: 1109-9526 / 2224-2899, Volume 16, 2019, Art. #35