Abstract
Firms are continuously looking for ways to increase their competitive advantage by maximizing customer value. This paper examines three organizational capabilities associated with customer value creation: knowledge management, market orientation, and customer relationship management. Our aim is to study the joint influence of these capabilities on customer value, from both the customer perspective and the firm perspective. We test our model in the Spanish banking industry. Our results show that a three-way interaction of knowledge management, market orientation, and customer relationship management does increase customer value. Our findings have important implications for managers by showing that efforts towards knowledge management, market orientation, and customer relationship management capabilities are not independent of each other; they are all necessary conditions to impact customer value and their combination has a synergistic effect on customer value.
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