Entrepreneurial Marketing and Customer Value Creation: The Mediating Roles of Technology, Customization, and Customer Orientation Under Varying Customer Complexity
Year: 2025
Type: article
Abstract: The current study focuses on the interrelations between entrepreneurial marketing (EM), technology customization (TC), customer orientation (CO), and customer satisfaction (CS), incorporating customer complexity (CC) as a moderating variable. The study builds and empirically tests an integrated framework using data from 279 tech-based firms across diverse industries, leveraging resource-based view and dynamic capabilities theories. Entrepreneurial marketing positively affects customer satisfaction both directly and indirectly through technology customization, product innovation, and customer orientation, as shown by structural equation modeling. These relationships are moderated ( in a positive sense) by customer complexity, which enhances the effects of entrepreneurial marketing on technology customization and the effect of technology customization, respectively, on customer orientation. Theoretical implications of these findings advance research on entrepreneurial marketing with practical implications for technology-based firms aiming to increase customer satisfaction in ever more complex market contexts.
DOI: 10.14419/nt6zk218
Authors: Toong Hai Sam, Halek Mu'min, Denny Bernardus Kurnia Wahyudono, Darmanto
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W4414662175