The role of network value alignment (NVA) in improving marketing performance

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.