ELABORATING THE ROLE OF NETWORK SYNERGY CAPACITY AS A SUPPLIER’S ALTERNATIVE TERMINAL FOR ACHIEVING MARKETING PERFORMANCE

Abstract

This research aims to construct a model of network synergy capacity in order to fill the research gap between trust-developing capability and marketing performance. This research model involves a number of other important supporting variables such as competitive position strengthening and excellent service commitment to improve marketing performance. At the beginning, 320 companies which distribute industrial products in Indonesia were contacted for the study using a purposive sampling technique. To achieve normality of data distribution, it was 263 respondent selected to be processed using AMOS. Our research indicated that the level of goodness of fit for the model meets all the necessary conditions and all the hypotheses proposed are supported. Even though network synergy capacity, in some pathways, has terminal role for increasing marketing performance but it is not as important as function of other variables, competitive position strengthening and excellent service commitment. Network synergy capacity as the novelty of this study contributed towards enhancing the body of knowledge of the network theory.Keywords: Network Synergy Capacity; Trust-developing Capability; Competitive Position Strengthening; ExcellentService Commitment; Marketing Performance.

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