The mediating role of alliance marketing program creativity on the relationship between alliance orientation and market performance in the services industry

Abstract

Purpose – The purpose of this paper is to examine the validity of the already suggested positive relationship between marketing alliance orientation and market performance in a service context, and to investigate the mediating role of alliance marketing program creativity (AMPC) in the relationship in detail. Design/methodology/approach – To empirically test the hypotheses, a mail survey was conducted among firms with experience of service alliances in South Korea. A 725 research sample was selected (128 responded) from a database compiled by the Korea Investors Service-Financial Analysis System which provides comprehensive corporate and financial information on firms listed on the Korea Stock Exchange. partial least squares analysis was performed to test the hypotheses. Findings – Alliance orientation positively associated with market performance (H1), alliance orientation had a significantly positive effect on alliance marketing program meaningfulness and novelty (H2), and in turn, alliance marketing program meaningfulness and novelty had a significantly positive effect on market performance (H3). In terms of the determination of mediation type, full, or partial, the authors confirmed that the relationship between alliance orientation and market performance was fully mediated by AMPC (novelty and meaningfulness), by finding that the significantly reduced direct effect from alliance orientation to market performance in the mediation model. Research limitations/implications – Alliance marketing program meaningfulness and novelty perform the role of full mediators, implying that the meaningfulness, and novelty of AMPC are absolutely indispensable conditions in order for alliance orientation to lead market performance. Moreover, different from the previous studies, the research suggests that alliance marketing program meaningfulness and novelty are equally important antecedents of market performance. Originality/value – The positive relationship between alliance orientation and market performance in the service context was empirically tested, and the full mediating role of AMPC was confirmed. The importance of AMPC in the service context is highlighted.

The Impact of Novelty and Meaningfulness Creative Marketing Program on Hotel Performance

“…The findings of this study also successfully support the findings of (Kang et al, 2014) that the creative marketing alliance strategy of meaningfulness and novelty has a positive impact on market performance in South Korea. This makes it clear that, marketing methods that can adapt to customer needs by implementing new creative ideas are the key to achieving business success (Im and Workman, 2016).…”

“…The findings of (Pelsmacker et al, 2018) explains how the implementation of digital marketing will ultimately have a positive impact on hotel performance in Belgium. (Kang et al, 2014) found conclusions about the creative marketing alliance strategies meaningfulness and novelty had a positive performance on market performance in South Korea. Finally, (Dabrowski et al, 2019) found the results of the meaningfulness and novelty of the marketing program implemented by hotel managers positively affected the financial performance of hotels in Poland.…”

Keputusan afiliasi OTA dan kinerja Hotel: Studi Pada Hotel Berafiliasi

“…Beberapa temuan penelitian telah mengidikasikan hubungan positif antara implementasi inovasi digital marketing hotel dan kinerja hotel. Kang et al (2014) menemukan fakta bahwa strategi pemasaran kreatif memiliki dampak positif pada kinerja hotel. Pelsmacker et al (2018) menyimpulkan bahwa implementasi strategi pemasaran digital membawa dampak positif pada kinerja hotel.…”

The Influence of Entrepreneurial Orientation on Marketing Performance Small and Medium Enterprises (SMEs) in Kuningan Regency Mediated by Creativity of Marketing Program

“…Facing the future era of globalization, the company's dependence on the entrepreneurial orientation of its owners must be accompanied by the company's ability to formulate its strategy. Without the support of the right strategy, companies will find it difficult to survive in the midst of competition (Kang, Hur, & Kim, 2014). Starting from here, the company demands to be able to formulate a good marketing strategy.…”

“…This study intends to explain the differences in the results of previous studies. Most of the several previous studies related to entrepreneurial orientation, marketing program creativity, and marketing performance were carried out in the context of a developed western economy by making several large companies the objects of their research (Wahyuni & Sara, 2020;Kang et al (2014) and little is done in the context of developing countries, such as Indonesia. In addition, research on entrepreneurial orientation towards marketing performance is still a direct relationship without a mediating variable (Dzogbenuku & Keelson, 2019).…”