Next flexible marketing channel focus has no

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Unformatted text preview: arket acceptance quality increase when market munificence is high. Next, flexible marketing channel focus has no significant relationships with moderating effect of market munificence, thus Hypotheses 24a-24d are not supported. However, the result reveals that market munificence moderates the relationships between diversified customer behavioral learning and customer participation efficiency (b11 = 0.553, p < 0.01) but shows no effect with other relationships. Thus, Hypothesis 25b is supported whereas hypotheses 25a, 25c, 25d are not. Interestingly, market munificence positively moderates the relationships between effective customer response orientation and firm survival (b65 = 0.199, p < 0.10), and marketing advantage sustainability (b26 = 0.205, p < 0.10) but shows no impact with market acceptance quality. Thus, Hypotheses 26b and 26c are supported. Surprisingly, the relationships between effective customer response orientation and customer participation efficiency is significant negatively moderated by market munificence (b12 = -0.375, p < 0.01). Therefore, Hypotheses 26a and 26b are not supported. In addition, with the moderating effect of market munificence, the relationships between valuable marketing communication proactiveness is negatively related to market acceptance quality (b41 = -0.174, p < 0.10) while there is no impact on other relationships. It explains that when market munificence is high, the negative effect between valuable marketing communication proactiveness and market acceptance quality is stronger than it is in less market munificence. Therefore, Hypotheses 27a-27d are not supported. Table 4 reports the results of the relationship among customer participation efficiency, marketing advantage sustainability, market acceptance quality, marketing excellence, marketing performance and firm survival. The findings show that customer participation efficiency has a significant positive influence on market performance (b50 = 0.204, p < 0.05). Therefore, Hypothesis 6b is supported whereas Hypothesis 6a is not. However, marketing advantage sustainabilit...
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This document was uploaded on 01/28/2014.

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