The Effects of Network Relationships on Marketing Innovation Capability in Service Industry ~ the Case of Consumer Finance ~

Abstract

Marketing capability development is important to enterprises especially in service industry. This research enlarges the boundaries of the field for discussing the effect of network relationship on the marketing innovation capabilities of banking industry. The results show that network relationship of the banks help to promote the business and promotion capability. The partner relationships with customers, hardware and software suppliers, and peripheral services providers are looked as the most important innovation sources for the banks. Scale of bank also partly explains the relationships. Further suggestions are also presented for researches.