Effects of marketing assets and capabilities on performance : an empirical investigation of banks operating in Jordan

الملخص EN

This study aimed to investigate the relationship between marketing assets and capabilities and performance in banks operating in Jordan.

Further, the study aimed at examining the moderation effects of some variables on this relationship as well as examining the effect of top management support and commitment on building marketing assets and capabilities.

A model was developed and hypotheses were stated to achieve the research objectives.

Data were collected from banks’ marketing and branch managers operating in Jordan by using a selfadministered questionnaire which was developed for the purpose of this research.

Multiple regression analysis findings indicate that marketing assets and capabilities have positively affected banks’ performance that was measured based on financial and customer measures.

Simple regression analysis findings indicate that top management support and commitment have positively affected building marketing assets and capabilities overtime.

The strongest effect of marketing assets and capabilities is on banks’ profitability, total revenues and customer satisfaction, respectively.

The findings of ANOVA analysis indicate that bank marketing experience and managers’ background moderate the relationship between marketing assets and capabilities and banks’ performance indicators.

It is concluded that marketing assets and capabilities have a strategic role to play on banks’ ability to achieve long-term objectives and enjoy competitive advantages.

Finally, research conclusions, contribution and limitation and future research directions are outlined.

KEYWORDS: Marketing Assets, Marketing Capabilities, Bank Performance, Moderating, Resource- Based Theory, Jordan.