Service Marketing Agility, Conceptualization and Scale Development

Document Type : Research Paper

Authors

1 Associate Professor, Business Department, Faculty of Economics, Management and Accounting, Yazd University

2 Msc. Student in Business Management, Faculty of Economics, Management and Accounting, Yazd University

Abstract

Marketing, along with concepts such as competition and agility, is considered as a challenge in the field of services. Since retention of customers depends on how companies meet their expectations, accurate measurements and agile responsiveness to customers are urgently needed. Accordingly, the purpose of this research is to provide a theoretical definition for service marketing agility and to develop a standard scale for measuring this variable. In this regard, first, a triangular fuzzy Delphi is implemented to determine appropriate measures. Then, with the exploratory factor analysis, the latent factors of service marketing agility are extracted. In order to determine the validity of the exploratory model, a confirmatory factor analysis is done to evaluate the indicators’ fitness. According to the results, there are 18 related items identified to measure the agility of service marketing. Also, human resource monitoring and empowerment, as dimensions of internal marketing agility, needs assessment and adaptation as dimensions of interactive marketing agility. In addition, procedural flexibility and flexible marketing mix have been found as the dimensions of external marketing agility.

Keywords

References

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Journal of Business Administration Researches
Volume 11, Issue 21
September 2019
Pages 347-371

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