The role of network value alignment (NVA) in improving marketing performance
DOI: https://doi.org/10.3846/btp.2026.24168Abstract
This research was conducted to identify factors in enhancing marketing performance by testing several aspects such as service orientation, service climate, and network value alignment (NVA). Furthermore, an identification was performed on the factors influencing the improvement of marketing performance from the perspective of Service-Dominant Logic (SDL) theory. This research was conducted on 226 respondents, comprising managers of microfinance institutions in Central Java, Indonesia, with a participation rate of 75%. The data was analyzed using structural equation modeling and AMOS 24 software was adopted in testing the hypotheses. The results showed that NVA strengthened the influence of service orientation on microfinance marketing performance through the support of service climate. This research was conducted on microfinance institutions that had characteristics of close social relations with customers. Further research should be performed on more heterogeneous companies to obtain broader and deeper results in managing NVA and enhancing marketing performance. A new perspective was provided on SDL theory by introducing NVA as an important antecedent in driving service climate and marketing performance.
Keywords:
service orientation, marketing performance, network, value, service climateHow to Cite
Share
License
Copyright (c) 2026 The Author(s). Published by Vilnius Gediminas Technical University.
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
Açıkgöz, A., & Latham, G. P. (2022). Self-set learning goals and service performance in a gig economy: A moderated-mediation role of improvisation and mindful metacognition. Journal of Business Research, 139, 1553–1563. https://doi.org/10.1016/j.jbusres.2021.10.074
Alqhaiwi, Z. O., & Luu, T. (2024). Workplace spirituality and service-oriented performance via work engagement in public organizations: The moderating role of service climate. Public Management Review, 26(10), 2819–2846. https://doi.org/10.1080/14719037.2023.2239245
Alves, H., Cepeda-Carrion, I., Ortega-Gutierrez, J., & Edvardsson, B. (2020). The role of intellectual capital in fostering SD-Orientation and firm performance. Journal of Intellectual Capital, 22(1), 57–75. https://doi.org/10.1108/JIC-11-2019-0262
Arbolino, R., Carlucci, F., Cirà, A., Yigitcanlar, T., & Ioppolo, G. (2018). Mitigating regional disparities through microfinancing: An analysis of microcredit as a sustainability tool for territorial development in Italy. Land Use Policy, 70, 281–288. https://doi.org/10.1016/j.landusepol.2017.10.042
Armstrong, K., Ahsan, M., & Sundaramurthy, C. (2018). Microfinance ecosystem: How connectors, interactors, and institutionalizers co-create value. Business Horizons, 61(1), 147–155. https://doi.org/10.1016/j.bushor.2017.09.014
Arsawan, I. W. E., Koval, V., Rajiani, I., Rustiarini Ni, W., Supartha Wayan, G., & Suryantini Ni Putu, S. (2020). Leveraging knowledge sharing and innovation culture into SMEs sustainable competitive advantage. International Journal of Productivity and Performance Management, 71(2), 405–428. https://doi.org/10.1108/IJPPM-04-2020-0192
Awan, U., Nauman, S., & Sroufe, R. (2020). Exploring the effect of buyer engagement on green product innovation: Empirical evidence from manufacturers. Business Strategy and the Environment, 30(1), 463–477. https://doi.org/10.1002/bse.2631
Bari, M. W., Abrar, M., Shaheen, S., Bashir, M., & Fanchen, M. (2019). Knowledge hiding behaviors and team creativity: The contingent role of perceived mastery motivational climate. SAGE Open, 9(3). https://doi.org/10.1177/2158244019876297
Bari, M. W., Ghaffar, M., & Ahmad, B. (2020). Knowledge-hiding behaviors and employees’ silence: Mediating role of psychological contract breach. Journal of Knowledge Management, 24(9), 2171–2194. https://doi.org/10.1108/JKM-02-2020-0149
Benyoussef Zghidi, A., & Zaiem, I. (2017). Service orientation as a strategic marketing tool: The moderating effect of business sector. Competitiveness Review: An International Business Journal, 27(1), 40–61. https://doi.org/10.1108/CR-02-2015-0012
Briggs, E., Deretti, S., & Kato, H. T. (2020). Linking organizational service orientation to retailer profitability: Insights from the service-profit chain. Journal of Business Research, 107, 271–278. https://doi.org/10.1016/j.jbusres.2018.08.038
Bustinza, O. F., Bigdeli, A. Z., Baines, T., & Elliot, C. (2015). Servitization and competitive advantage: The importance of organizational structure and value chain position. Research-Technology Management, 58(5), 53–60. https://doi.org/10.5437/08956308X5805354
Chen, N., & Yang, Y. (2021). The impact of customer experience on consumer purchase intention in cross-border E-commerce – taking network structural embeddedness as mediator variable. Journal of Retailing and Consumer Services, 59, Article 102344. https://doi.org/10.1016/j.jretconser.2020.102344
Collier, J. E. (2020). Applied structural equetion modeling using AMOS. Routledge. https://doi.org/10.4324/9781003018414
Eggert, A., Ulaga, W., Frow, P., & Payne, A. (2018). Conceptualizing and communicating value in business markets: From value in exchange to value in use. Industrial Marketing Management, 69, 80–90. https://doi.org/10.1016/j.indmarman.2018.01.018
Erhardt, N., Martin-Rios, C., & Chan, E. (2019). Value co-creation in sport entertainment between internal and external stakeholders. International Journal of Contemporary Hospitality Management, 31(11), 4192–4210. https://doi.org/10.1108/IJCHM-03-2018-0244
Ferdinand, A. T., & Zuhroh, S. (2021). A study on socio-aesthetic value accentuation and marketing performance: An SDL perspective. International Journal of Innovation Science, 14(2), 213–229. https://doi.org/10.1108/IJIS-11-2020-0255
Fernandes, A. A. R. (2018). The mediation effect of customer satisfaction in the relationship between service quality, service orientation, and marketing mix strategy to customer loyalty. Journal of Management Development, 37(1), 76–87. https://doi.org/10.1108/JMD-12-2016-0315
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis (7th ed.). Pearson Prentice Hall.
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E. (2019). Multivariate data analysis (8th ed.). Cengage.
Hitt, M. A., Ireland, R. D., Camp, S. M., & Sexton, D. L. (2001). Strategic entrepreneurship: Entrepreneurial strategies for wealth creation. Strategic Management Journal, 22(6–7), 479–491. https://doi.org/10.1002/smj.196
Hoang, H. T., Rao Hill, S., Lu, V. N., & Freeman, S. (2018). Drivers of service climate: An emerging market perspective. Journal of Services Marketing, 32(4), 476–492. https://doi.org/10.1108/JSM-06-2017-0208
Homburg, C., Hoyer, W. D., & Fassnacht, M. (2002). Service orientation of a retailer’s business strategy: Dimensions, antecedents, and performance outcomes. Journal of Marketing, 66(4), 86–101. https://doi.org/10.1509/jmkg.66.4.86.18511
Jap, S. D., & Ganesan, S. (2000). Control mechanisms and the relationship life cycle: Implications for safeguarding specific investments and developing commitment. Journal of Marketing Research, 37(2), 227–245. https://doi.org/10.1509/jmkr.37.2.227.18735
Jia, R., Reich, B. H., & Jia, H. H. (2016). Service climate in knowledge-intensive, internal service settings. International Journal of Quality and Service Sciences, 8(4), 462–477. https://doi.org/10.1108/IJQSS-11-2015-0071
Jin, D. (2024). Service dyads: Understanding the dynamics of social perspective-taking and value co-creation amidst service problems. Service Business, 18(2), 287–313. https://doi.org/10.1007/s11628-024-00562-2
Kang, S., & Na, Y. K. (2018). The effect of the relationship characteristics and social capital of the sharing economy business on the social network, relationship competitive advantage, and continuance commitment. Sustainability, 10(7), Article 2203. https://doi.org/10.3390/su10072203
Kohtamaki, M., Hakala, H., Partanen, J., Parida, V., & Wincent, J. (2015). The performance impact of industrial services and service orientation on manufacturing companies. Journal of Service Theory and Practice, 25(4), 463–485. https://doi.org/10.1108/JSTP-12-2013-0288
Lee, C. M. J., Che-Ha, N., & Alwi, S. F. S. (2021). Service customer orientation and social sustainability: The case of small medium enterprises. Journal of Business Research, 122, 751–760. https://doi.org/10.1016/j.jbusres.2019.12.048
Lee, J., Ryu, M. H., & Lee, D. (2019). A study on the reciprocal relationship between user perception and retailer perception on platform-based mobile payment service. Journal of Retailing and Consumer Services, 48, 7–15. https://doi.org/10.1016/j.jretconser.2019.01.007
Li, H., Yang, Y., Singh, P., Sun, H., & Tian, Y. (2023). Servitization and performance: The moderating effect of supply chain integration. Production Planning & Control, 34(3), 242–259. https://doi.org/10.1080/09537287.2021.1905900
Li, S., Zhou, Q., Huo, B., & Zhao, X. (2024). Environmental uncertainty, relationship commitment, and information sharing: The social exchange theory and transaction cost economics perspectives. International Journal of Logistics Research and Applications, 27(8), 1363–1387. https://doi.org/10.1080/13675567.2022.2141699
Lin, Y., Luo, J., Ieromonachou, P., Rong, K., & Huang, L. (2019). Strategic orientation of servitization in manufacturing firms and its impacts on firm performance. Industrial Management & Data Systems, 119(2), 292–316. https://doi.org/10.1108/IMDS-10-2017-0485
Loureiroa, S. M. C., Romerob, J., & Bilroc, R. G. (2019). Stakeholder engagement in co-creation processes for innovation: A systematic literature review and case study. Journal of Business Research, 119, 388–409. https://doi.org/10.1016/j.jbusres.2019.09.038
Luo, J., Wong, I. A., King, B., Liu, M. T., & Huang, G. (2019). Co-creation and co-destruction of service quality through customer-to-customer interactions: Why prior experience matters. International Journal of Contemporary Hospitality Management, 31(3), 1309–1329. https://doi.org/10.1108/IJCHM-12-2017-0792
Luo, Y., Liu, Y., & Xue, J. (2009). Relationship investment and channel performance: An analysis of mediating forces. Journal of Management Studies, 46(7), 1113–1137. https://doi.org/10.1111/j.1467-6486.2009.00843.x
Lynn, M. L., Lytle, R. S., & Bobek, S. (2000). Service orientation in transitional markets: Does it matter? European Journal of Marketing, 34(3–4), 279–298. https://doi.org/10.1108/03090560010311858
Lytle, R. S., & Timmerman, J. E. (2006). Service orientation and performance: An organizational perspective. Journal of Services Marketing, 20(2), 136–147. https://doi.org/10.1108/08876040610657066
Morgan, T. R., Rapp, A., R. Glenn Richey, J., & Ellinger, A. E. (2014). Marketing culture to service climate: The influence of employee control and flexibility. Journal of Services Marketing, 28(6), 498–508. https://doi.org/10.1108/JSM-08-2013-0226
Nabhan, F., & Munajat, M. (2023). The role of work engagement and organizational commitment in improving job performance. Cogent Business & Management, 10(2), Article 2235819. https://doi.org/10.1080/23311975.2023.2235819
Nachtigall, C., Kroehne, U., Funke, F., & Steyer, R. (2003). (Why) should we use SEM? Pros and cons of structural equation modeling. Methods of Psychological Research Online, 8(2), Article 22.
Nguyen, T.-M., & Prentice, C. (2022). Reverse relationship between reward, knowledge sharing and performance. Knowledge Management Research & Practice, 20(4), 516–527. https://doi.org/10.1080/14778238.2020.1821588
Ngwa, W. T., Adeleke, B. S., Agbaeze, E. K., Ghasi, N. C., & Imhanrenialena, B. O. (2019). Effect of reward system on employee performance among selected manufacturing firms in the Litoral region of Cameroon. Academy of Strategic Management Journal, 18(3), 1–16.
Ojiako, U., AlRaeesi, E. J. H., Chipulu, M., Marshall, A., & Bashir, H. (2024). Innovation readiness in public sector service delivery: An exploration. Production Planning & Control, 35(5), 437–460. https://doi.org/10.1080/09537287.2022.2089266
Partanen, J., Kohtamäki, M., Patel, P. C., & Parida, V. (2020). Supply chain ambidexterity and manufacturing SME performance: The moderating roles of network capability and strategic information flow. International Journal of Production Economics, 221, Article 107470. https://doi.org/10.1016/j.ijpe.2019.08.005
Ponsignon, F., Phillips, L., Smart, P., & Low, N. (2024). Designing the service delivery system for prevention-oriented goals: Insights from two case studies. Journal of Service Management, 35(1), 22–45. https://doi.org/10.1108/JOSM-02-2023-0069
Preece, M. (2015). Managing information and knowledge in service industries. In Sustaining competitive advantage via business intelligence, knowledge management, and system dynamics (Vol. 22B, pp. 3–154). Emerald Insight. https://doi.org/10.1108/S1069-09642015000022B002
Robinson Jr, L., & Williamson, K. (2014). Organizational service orientation: A short-form version of the SERV* OR scale. Services Marketing Quarterly, 35(2), 155–172. https://doi.org/10.1080/15332969.2014.885369
Sahi, G. K., Gupta, M. C., & Cheng, T. (2020). The effects of strategic orientation on operational ambidexterity: A study of Indian SMEs in the industry 4.0 era. International Journal of Production Economics, 220, Article 107395. https://doi.org/10.1016/j.ijpe.2019.05.014
Sekaran, U., & Bougie, R. (2016). Research methods for business. Wiley.
Setiawan, A. I., & Ferdinand, A. T. (2021). Synergized network asset: A driver for indonesia’s furniture industries to elevate marketing performance. International Journal of Business and Society, 22(2), 765–787. https://doi.org/10.33736/ijbs.3758.2021
Singh, A. K., Verma, J., & Verma, R. (2020). Understanding role of market-orientated IT competence and knowledge sharing mechanism in gaining competitive advantage. Global Business Review, 21(2), 418–435. https://doi.org/10.1177/0972150918824949
Sun, J., Tekleab, A., Cheung, M., & Wu, W.-P. (2023). The contingent roles of market turbulence and organizational innovativeness on the relationships among interfirm trust, formal contracts, interfirm knowledge sharing and firm performance. Journal of Knowledge Management, 27(5), 1436–1457. https://doi.org/10.1108/JKM-04-2022-0289
Tabachnick, B. G., & Fidell, L. S. (2013). Using multivariate statistics (6 ed.). Pearson Publisher.
Tsai, K.-H., & Huang, S. C.-T. (2020). Service creativity reinforcement and firm performance: The roles of innovation intensity and contexts. Journal of Service Management, 31(1), 1–23. https://doi.org/10.1108/JOSM-02-2018-0041
Twumasi Ankrah, S., He, Z., Arku, J. K., & Asare-Kyire, L. (2025). Enhancing customer perception of co-production knowledge sharing: Navigating scepticism and leveraging prosociality to unlock active feedback behaviour in co-creation. Journal of Knowledge Management, 29(2), 442–479. https://doi.org/10.1108/JKM-01-2024-0076
Vargo, S. L., Akaka, M. A., & Wieland, H. (2020). Rethinking the process of diffusion in innovation: A service-ecosystems and institutional perspective. Journal of Business Research, 116, 526–534. https://doi.org/10.1016/j.jbusres.2020.01.038
Vargo, S. L., & Lusch, R. F. (2015). Institutions and axioms: An extension and update of service-dominant logic. Journal of the Academy of Marketing Science, 44(1), 5–23. https://doi.org/10.1007/s11747-015-0456-3
Vargo, S. L., & Lusch, R. F. (2017). Service-dominant logic 2025. International Journal of Research in Marketing, 34(1), 46–67. https://doi.org/10.1016/j.ijresmar.2016.11.0011
Vătămănescu, E.-M., Gazzola, P., Dincă, V. M., & Pezzetti, R. (2017). Mapping entrepreneurs’ orientation towards sustainability in interaction versus network marketing practices. Sustainability, 9(9), Article 1580. https://doi.org/10.3390/su9091580
Wang, G., Wang, X., & Zheng, Y. (2014). Investing in guanxi: An analysis of interpersonal relation-specific investment (RSI) in China. Industrial Marketing Management, 43(4), 659–670. https://doi.org/10.1016/j.indmarman.2013.11.008
Wang, Z., Ling, K. C., & Li, H. (2021). The impact of knowledge sharing on the relationship between market orientation and service innovation. International Journal of Knowledge Management (IJKM), 17(2), 130–154. https://doi.org/10.4018/IJKM.2021040106
Wang, Z., Ye, Y., & Liu, X. (2024). How CEO responsible leadership shapes corporate social responsibility and organization performance: The roles of organizational climates and CEO founder status. International Journal of Contemporary Hospitality Management, 36(6), 1944–1962. https://doi.org/10.1108/IJCHM-11-2022-1498
Wellalage, N. H., & Fernandez, V. (2019). Innovation and SME finance: Evidence from developing countries. International Review of Financial Analysis, 66, Article 101370. https://doi.org/10.1016/j.irfa.2019.06.009
Yan, K., Li, G., & Cheng, T. (2020). The impact of service-oriented organizational design factors on firm performance: The moderating role of service-oriented corporate culture. International Journal of Production Economics, 228, Article 107745. https://doi.org/10.1016/j.ijpe.2020.107745
Yoon, S. (2019). Testing the effects of reciprocal norm and network traits on ethical consumption behavior. Asia Pacific Journal of Marketing and Logistics, 32(7), 1611–1628. https://doi.org/10.1108/APJML-08-2017-0193
Zaborek, P., & Mazur, J. (2019). Enabling value co-creation with consumers as a driver of business performance: A dual perspective of Polish manufacturing and service SMEs. Journal of Business Research, 104, 541–551. https://doi.org/10.1016/j.jbusres.2018.12.067
Zaid, S., Palilati, A., Madjid, R., & Bua, H. (2021). Impact of service recovery, customer satisfaction, and corporate image on customer loyalty. The Journal of Asian Finance, Economics and Business, 8(1), 961–970.
Zghidi, A. B., & Zaiem, I. (2017). Service orientation as a strategic marketing tool: the moderating effect of business sector. Competitiveness Review: An International Business Journal, 27(1), 40–61. https://doi.org/10.1108/CR-02-2015-0012
Zhang, J., & Du, M. (2019). Appropriating value from industrial buyer-seller relationships by leveraging network capability. Management Decision, 57(11), 2911–2939. https://doi.org/10.1108/MD-03-2017-0183
View article in other formats
CrossMark check
Published
Issue
Section
Copyright
Copyright (c) 2026 The Author(s). Published by Vilnius Gediminas Technical University.
License
This work is licensed under a Creative Commons Attribution 4.0 International License.