Marketing Agility, Innovation Capabilities, and Customer Satisfaction

Abstract

Managers and scholars have recently shown interest in marketing agility. Nevertheless, the current body of research on marketing agility has primarily focused on the influence of marketing agility on a company’s performance while overlooking the potential influence of marketing agility on innovation capabilities and customer satisfaction. In addition, earlier research has focused on analyzing marketing agility from the company's standpoint, neglecting to consider the influence of marketing agility on the consumer from the customer's standpoint. This study seeks to address this knowledge gap by investigating the influence of marketing agility on innovation capabilities. Additionally, it analyzes the impact of innovation capabilities on customer satisfaction. The study focused on owners and senior managers of industrial enterprises operating in Palestine. The sample size consisted of 162 senior managers. The Structural equation modeling (SEM) technique was used to test hypotheses. The findings indicate that marketing agility has a significant positive impact on innovation capabilities. Moreover, innovation capabilities positively influence customer satisfaction. Therefore, a series of suggestions are given to senior managers of organizations to assist in promoting organizational actions that improve marketing agility and innovation capabilities, which are suitable for the overall context of customer demand development.