Vol - 19, Issue - 09
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Journal of the Austrian Society of Agricultural Economics (JASAE)
Journal ID : JASAE-09-09-2023-279
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Abstract : This study explains the concept of customer-focused marketing in the process of creating sustained superior customer value through various aspects of organizational culture that focus on responding to information about customer needs and desires, customer behavior, trends and customer environment (Customer Orientation) and behavioral aspects, namely internal competence (Cross-Functional Collaboration) and external competencies that focus on creating knowledge about customers and turning them into superior products in accordance with customer desires and needs (Customer Knowledge Competence) in creating sustained superior customer value that results in high export marketing performance. In this study, 40 wood and rattan furniture exporting businesses from East Java, Central Kalimantan, and South Kalimantan regions in Indonesia were examined. Meanwhile, SmartPLS version 3.2.9 was used to conduct statistical analysis. The results of the study shows that Customer Orientation (CusO) has a significant effect on Customer Knowledge Competence (CusKC), as well as Cross-Functional Collaboration (Cross-F) also have a significant effect on Customer Knowledge Competence (CusKC). However, CusO and Cross-F have no significant effect on Export Marketing Performance (ExPerf). Meanwhile, Customer Knowledge Competence (CusKC) has a significant effect on Export Marketing Performance (ExPerf). This shows that neither CusO nor CusKC can have a direct significant effect on ExPerf, but must be mediated by Customer Knowledge Competence (CusKC) variable.

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