Abstract

This paper aims to investigate and examine Customer Interaction Management Capabilities (CIMaC) as mediator in the relation of Market Intelligence Quality (MIQ) and Customer-Centric Commitment (CCC) with New Product Performance (NPP). The study chooses 184 Micro Retail Fashions and tests the relations of MIQ, CCC with CIMaC and NPP. The findings show that only MIQ influence NPP, while CCC does not. However, CIMaC genuinely mediate the relationship between MIQ and CCC with NPP. By investigating the literature of various market learning, CRM, NPD, and entrepreneurship, this study offers a unique analysis about the market intelligence quality, customer centric commitment and its impacts on the customer interaction management capability and the new product performance. Conceptual discussion and empiric result have extent the previous research about market orientation culture on micro business.

Keywords: Market Intelligence Quality, Customer Centric Commitment, Customer Interaction Management Capabilities, and New Product Performance.

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