Title: The moderating role of market orientation with relation to e-marketing, marketing capability, learning capability, innovation capability and organisational performance

Authors: Mujahed Hani Ali Altahrawi; Rula Ratib Mezed Jerisat; Taghreed Abdellatif Elian Alazzam; Amal Fadel Ali Tommalieh

Addresses: Department of Management and Financial Science, Princess Alia College, Al-Balqa Applied University, Amman, Jordan ' Department of Management and Financial Science, Princess Alia College, Al-Balqa Applied University, Amman, Jordan ' Department of Management and Financial Science, Princess Alia College, Al-Balqa Applied University, Amman, Jordan ' Department of Management and Financial Science, Princess Alia College, Al-Balqa Applied University, Amman, Jordan

Abstract: This study attempts to gain insight into what factor influence on customer engagement and organisational performance. The research model of this study comprises e-marketing and organisational capability factors to investigate customer engagement. Additionally, the moderating role of market orientation was studied between customer engagement and organisational performance. Data were analysed with latest statistical approach namely structural equation modelling (SEM). Results revealed substantial variance R² 53.2% in customer engagement and R² 55.1% variance in organisational performance. The effect size analysis (f²) indicates that customer engagement has large effect size in predicting organisational performance. The predictive relevance of the model was tested with Q² indicated substantial power to predict market orientation and organisational performance. For managerial implications, this study is suggested that constructs like customer engagement, e-marketing, market orientation, learning capability and innovation capability are the most important constructs that managers should take into consideration in order to enhance the organisational performance.

Keywords: innovation capability; INC; marketing capability; MCP; learning capability; LCA; market orientation; MOR; customer engagement; CEG; organisational performance; structural equation modelling; SEM.

DOI: 10.1504/IJBEX.2023.133561

International Journal of Business Excellence, 2023 Vol.31 No.1, pp.90 - 112

Received: 27 Aug 2020
Accepted: 10 Oct 2020
Published online: 21 Sep 2023 *

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