An Analysis of Marketing Capability -An Empirical Study of a Travel Agency

Marketing capabilities are the keys to build and consolidate competitive advantages, also the foundation of improving customer value and maintain customer relationship. Most companies evaluate marketing capabilities through external index, while few companies do research on their internal marketing capabilities. Since the 1990s, the research of marketing capabilities has developed rapidly, and gradually become the big issue of marketing strategy research, which received widespread attentions in both the academic and practice fields. However, there is little related research in Taiwan. Therefore, this paper takes a Taiwan travel agency as a research object to provide strategic advice for its future development by using questionnaires. The paper also makes contribution to empirical study of marketing capabilities. The paper conducts a marketing capability study based on prior record and empirically study tested it for further analysis. This research has received 357 valid questionnaires, and then adopts Principal Component Analysis and MultiDimensional Scaling to explore the differences between various groups in the company. Theoretically, the research develops a scale of marketing capabilities to enrich the related empirical studies, which builds the bridge between theory and practice. Furthermore, it provides a new form of questionnaires and fix the defect. In practice, the thesis can enable managers to have an insight into current situation, which helps to improve the rational allocation of resources and to adjust strategies more flexibility. This study hopes to make up empirical research in related fields, and provides enterprises with some new ideas to measure marketing capabilities. Based on the findings, the implications for research and practice are discussed. Limitations and future research directions are also presented.