Deploying Marketing Indicators to Ensure Greater SMEs International Performance in Mediating Role of Customer Satisfaction: A Glance of Indonesian Pharmacies

Abstract

Effed Darta, Henni Febriawati, Amrullah.

The role of market indicators for small and medium enterprise (SME) international performance has always considered as a vital area of interest for researchers with emergence and growth of SME’s internationalization. Previously many studies have conferred the role of marketing capabilities as a key factor for international performance of SME’s, however only handful studies have analyzed the indicators of firm marketing and customer satisfaction mediating role in the relationship between organizational capabilities and pharmaceutical SMEs' international performance. In this paper, four marketing drivers (market intelligence, product innovation, pricing, and marketing communication) are taken as determinants of international performance of Indonesian pharmaceutical SMEs. Drawing on theory of SME’s performance, this paper examines the direct and indirect relationships between market intelligence, market communication capability, price capability, product innovation, customer satisfaction and pharmaceutical SME’s international performance. A quantitative survey consisted of a self-administrative questionnaire was engaged to collect data from employees of pharmaceutical SME’s. Based on a sample of 438 employees and structural equation modeling. the results shown that all these capabilities provoke pharmaceutical SME’s international performance. Further, outcomes designated that customer satisfaction acts as a mediator between pricing capability and pharmaceutical SMEs' international performance. This study directs that managers must focus on establishing marketing capabilities in order to satisfy their customers.

Most Viewed Articles
  • Dental Development between Assisted Reproductive Therapy (Art) and Natural Conceived Children: A Comparative Pilot Study Norzaiti Mohd Kenali, Naimah Hasanah Mohd Fathil, Norbasyirah Bohari, Ahmad Faisal Ismail, Roszaman Ramli SRP. 2020; 11(1): 01-06 » doi: 10.5530/srp.2020.1.01
  • Psychometric properties of the World Health Organization Quality of life instrument, short form: Validity in the Vietnamese healthcare context Trung Quang Vo*, Bao Tran Thuy Tran, Ngan Thuy Nguyen, Tram ThiHuyen Nguyen, Thuy Phan Chung Tran SRP. 2020; 11(1): 14-22 » doi: 10.5530/srp.2019.1.3
  • A Review of Pharmacoeconomics: the key to “Healthcare for All” Hasamnis AA, Patil SS, Shaik Imam, Narendiran K SRP. 2019; 10(1): s40-s42 » doi: 10.5530/srp.2019.1s.21
  • Deuterium Depleted Water as an Adjuvant in Treatment of Cancer Anton Syroeshkin, Olga Levitskaya, Elena Uspenskaya, Tatiana Pleteneva, Daria Romaykina, Daria Ermakova SRP. 2019; 10(1): 112-117 » doi: 10.5530/srp.2019.1.19
Most Downloaded
  • Dental Development between Assisted Reproductive Therapy (Art) and Natural Conceived Children: A Comparative Pilot Study Norzaiti Mohd Kenali, Naimah Hasanah Mohd Fathil, Norbasyirah Bohari, Ahmad Faisal Ismail, Roszaman Ramli SRP. 2020; 11(1): 01-06 » doi: 10.5530/srp.2020.1.01
  • Manilkara zapota (L.) Royen Fruit Peel: A Phytochemical and Pharmacological Review Karle Pravin P, Dhawale Shashikant C SRP. 2019; 10(1): 11-14 » doi: 0.5530/srp.2019.1.2
  • Pharmacognostic and Phytopharmacological Overview on Bombax ceiba Pankaj Haribhau Chaudhary, Mukund Ganeshrao Tawar SRP. 2019; 10(1): 20-25 » doi: 10.5530/srp.2019.1.4
  • A Review of Pharmacoeconomics: the key to “Healthcare for All” Hasamnis AA, Patil SS, Shaik Imam, Narendiran K SRP. 2019; 10(1): s40-s42 » doi: 10.5530/srp.2019.1s.21
  • A Prospective Review on Phyto-Pharmacological Aspects of Andrographis paniculata Govindraj Akilandeswari, Arumugam Vijaya Anand, Palanisamy Sampathkumar, Puthamohan Vinayaga Moorthi, Basavaraju Preethi SRP. 2019; 10(1): 15-19 » doi: 10.5530/srp.2019.1.3