The impact of customer performance on IMC outcomes: firm size moderation in the inter-country context

Vera Butkouskaya, Joan Llonch-Andreu, María-del-Carmen Alarcón-del-Amo
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引用次数: 7

Abstract

PurposeTaking the customer-centric nature of integrated marketing communications (IMC), this article investigates the specific role of customer performance in IMC effectiveness in various size companies applying inter-country context.Design/methodology/approachThe sample consists of the primary data from developed (Spain) and developing (Belarus) economies. A total of 540 manager respondents participated in the survey. The article uses structural equation modeling and multi-group analysis for analysis.FindingsWhen taking into consideration, customer performance affects the IMC outcome on the market and financial performance. The customer performance role varies in firms of various sizes and small- and medium -sized enterprises (SMEs) operating both in developed and developing economies.Research limitations/implicationsThe research underlines the significant role of customer performance in IMC implementation, which stimulates further investigation on the topic. It also closes the gap in the IMC outcomes analysis in SMEs operating in developed and developing economies.Practical implicationsCustomer evaluation plays a vital role in the IMC outcomes for market growth and financial returns. SMEs and larger companies implement IMC with different levels of effectiveness. SMEs with IMC implementation can gain an advantage over larger rivals and improve their market position. Moreover, the study generalizes the results by applying inter-country context.Originality/valueThis is a pioneering study of the complex IMC outcomes model under firms' size moderate conditions. The research applies an inter-country context.
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顾客绩效对整合营销管理结果的影响:跨国背景下的企业规模调节
考虑到整合营销传播(IMC)以客户为中心的本质,本文在跨国背景下研究了不同规模公司的客户绩效在整合营销传播有效性中的具体作用。样本包括来自发达经济体(西班牙)和发展中经济体(白俄罗斯)的主要数据。共有540名经理参与了调查。本文采用结构方程模型和多群分析法进行分析。当考虑到这一点时,顾客绩效会影响市场整合营销的结果和财务绩效。在发达经济体和发展中经济体经营的各种规模的公司和中小型企业(sme)中,客户绩效的作用各不相同。研究的局限性/启示本研究强调了顾客绩效在整合营销控制实施中的重要作用,这激发了对该主题的进一步研究。它还缩小了在发达经济体和发展中经济体经营的中小企业的整合营销营销结果分析方面的差距。客户评价对市场增长和财务回报的整合营销管理结果起着至关重要的作用。中小企业和大公司实施整合营销控制的效果不同。实施整合营销控制的中小企业可以获得相对于大型竞争对手的优势,并提高其市场地位。此外,该研究通过应用国家间的背景来概括结果。原创性/价值这是对企业规模中等条件下复杂整合营销控制结果模型的开创性研究。这项研究适用于国家间的背景。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
Journal of Economics, Finance and Administrative Science
Journal of Economics, Finance and Administrative Science Economics, Econometrics and Finance-Economics, Econometrics and Finance (all)
CiteScore
5.10
自引率
20.80%
发文量
23
审稿时长
12 weeks
期刊介绍: The Universidad ESAN, with more than 50 years of experience in the higher education field and post graduate studies, desires to contribute to the academic community with the most outstanding pieces of research. We gratefully welcome suggestions and contributions from business areas such as operations, supply chain, economics, finance and administration. We publish twice a year, six articles for each issue.
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