The customer role for the firm's management has been increasing in the last twenty years.. A firm's organizational capabilities, both internally and externally oriented, are essential for increasing customer value creation and the focus of this paper is on "market orientation", "knowledge management" and "customer relationship management". The aim of the study is also to identify possible combinations of these organizational capabilities and to propose and analyze a sequence that will allow the creation of superior customer value. Thus, the authors test how a firm should recombine its existing capabilities when customer demands superior value in the Spanish banking industry. The results show that a specific combination of organizational capabilities can increase the customer value.
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