Service Business

, Volume 4, Issue 3, pp 209–223

Marketing capabilities, stakeholders’ satisfaction, and performance


  • Sonia Cruz-Ros
    • University of Valencia
  • Tomás F. González Cruz
    • University of Valencia
    • University of Valencia
Original Paper

DOI: 10.1007/s11628-009-0078-2

Cite this article as:
Cruz-Ros, S., González Cruz, T.F. & Pérez-Cabañero, C. Serv Bus (2010) 4: 209. doi:10.1007/s11628-009-0078-2


This study shows that the relationship between marketing capabilities and firm financial performance can be better understood when it is drawn using stakeholder satisfaction as an additional variable, in the context of the service industry. Results from 152 Spanish service organizations indicate that superior marketing capabilities lead to higher levels of stakeholder satisfaction, which consequently improves financial firm performance. Results complement previous research which found a strong relationship between marketing capabilities and performance when the latter includes financial and nonfinancial indicators. Marketing capabilities improve not only customer satisfaction but also employee fulfillment which, in turn, may increase financial indicators.


Marketing capabilitiesPerformanceStakeholder satisfactionService industryCausal model

Copyright information

© Springer-Verlag 2009