This construct is developed as a new scale including

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Unformatted text preview: tutions and marketing activities. This construct is developed as a new scale including five-item scale. Diversified customer behavioral learning is measured by the perception which requires a different set of cognitive activities to learn and understand market, customer current and potential needs for new products that create high customer satisfaction. This construct is developed as a new scale including five-item scale. Effective customer response orientation is measured by the ability of firm to seek and keep in mind of customer needs and wants, expectation, and can support them. This construct is developed as a new scale including five-item scale. This construct is developed as a new scale including five-item scale. Valuable marketing communication proactiveness is measured by an ability of firm to introduce and motivate customer’s needs in new products or new services and make customer desire to purchase the new product or new service comprising effective attitude. This construct is developed as a new scale including five-item scale. Customer participation efficiency is measured by the degree of consumer’s effort and involvement related to the production and delivery of a service. This construct is developed as a new scale including five-item scale. INTERNATIONAL JOURNAL OF BUSINESS STRATEGY, Volume 11, Number 2, 2011 86 Marketing Advantage Sustainability is measured by an ability of firm to that enables quickly and continuously achieves competition in terms of compare with competitor both in short and long term. This construct is developed as a new scale including five-item scale. Market acceptance quality is measured by the quality of products and services, the recognized reputation increasing customer repurchases, higher rate of customer retention. This construct is developed as a new scale including five-item scale. Marketing Excellence is measured by Firm is able to launch new strategy or new product more than rivals and tends to be the first mover in business. This construct is developed as a...
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This document was uploaded on 01/28/2014.

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