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ELABORATING THE ROLE OF NETWORK SYNERGY CAPACITY AS A SUPPLIER’S ALTERNATIVE TERMINAL FOR ACHIEVING MARKETING PERFORMANCE

International Journal of Business and Society

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Title ELABORATING THE ROLE OF NETWORK SYNERGY CAPACITY AS A SUPPLIER’S ALTERNATIVE TERMINAL FOR ACHIEVING MARKETING PERFORMANCE
 
Creator Setiawan, Ahmad Ikhwan
Hanfan, Ahmad
 
Description This research aims to construct a model of network synergy capacity in order to fill the research gap between trust-developing capability and marketing performance. This research model involves a number of other important supporting variables such as competitive position strengthening and excellent service commitment to improve marketing performance. At the beginning, 320 companies which distribute industrial products in Indonesia were contacted for the study using a purposive sampling technique. To achieve normality of data distribution, it was 263 respondent selected to be processed using AMOS. Our research indicated that the level of goodness of fit for the model meets all the necessary conditions and all the hypotheses proposed are supported. Even though network synergy capacity, in some pathways, has terminal role for increasing marketing performance but it is not as important as function of other variables, competitive position strengthening and excellent service commitment. Network synergy capacity as the novelty of this study contributed towards enhancing the body of knowledge of the network theory.Keywords: Network Synergy Capacity; Trust-developing Capability; Competitive Position Strengthening; ExcellentService Commitment; Marketing Performance.
 
Publisher Faculty of Economics and Business, UNIMAS
 
Date 2017-11-17
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier http://publisher.unimas.my/ojs/index.php/IJBS/article/view/481
 
Source International Journal of Business and Society; Vol 18 No 2 (2017): International Journal of Business and Society
1511-6670
 
Language eng
 
Relation http://publisher.unimas.my/ojs/index.php/IJBS/article/view/481/421
 
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