Entrepreneurial Marketing and Customer Value Creation: The Mediating Roles of Technology, Customization, and Customer Orientation Under Varying ‎Customer Complexity

  • Authors

    • Toong Hai Sam INTI International University, Nilai, Malaysia and Wekerie Business School, Budapest, Hungary
    • Halek Mu'min INTI International University, Nilai, Malaysia https://orcid.org/0009-0008-9388-8702
    • Denny Bernardus Kurnia Wahyudono Universitas Ciputra, Surabaya, Indonesia
    • Darmanto Universitas Ciputra, Surabaya, Indonesia and Sehan University, Seoul, South Korea
    https://doi.org/10.14419/nt6zk218

    Received date: June 28, 2025

    Accepted date: August 3, 2025

    Published date: September 29, 2025

  • Entrepreneurial Marketing; Technology Customization; Customer Orientation; Customer Satisfaction; Product Innovation; Customer ‎Complexity.

  • Abstract

    The current study focuses on the interrelations between entrepreneurial marketing (EM), technology customization (TC), customer ‎orientation (CO), and customer satisfaction (CS), incorporating customer complexity (CC) as a moderating variable. The study builds and ‎empirically tests an integrated framework using data from 279 tech-based firms across diverse industries, leveraging resource-based ‎view and dynamic capabilities theories. Entrepreneurial marketing positively affects customer satisfaction both directly and indirectly ‎through technology customization, product innovation, and customer orientation, as shown by structural equation modeling. These ‎relationships are moderated ( in a positive sense) by customer complexity, which enhances the effects of entrepreneurial marketing on ‎technology customization and the effect of technology customization, respectively, on customer orientation. Theoretical implications of ‎these findings advance research on entrepreneurial marketing with practical implications for technology-based firms aiming to increase ‎customer satisfaction in ever more complex market contexts‎.

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    Sam, T. H. ., Mu'min, H. ., Wahyudono , D. B. K. ., & Darmanto. (2025). Entrepreneurial Marketing and Customer Value Creation: The Mediating Roles of Technology, Customization, and Customer Orientation Under Varying ‎Customer Complexity. International Journal of Accounting and Economics Studies, 12(5), 1128-1143. https://doi.org/10.14419/nt6zk218