Effects of dynamic capability and marketing strategy on the organizational performance of the banking sector in Makassar, Indonesia

TL;DR

This study investigates how dynamic capabilities and marketing strategies influence organizational performance in Makassar's banking sector, revealing that marketing strategies significantly enhance performance while dynamic capabilities have a less clear impact.

Contribution

It provides empirical evidence on the effects of dynamic capability and marketing strategy on banking performance in Makassar, Indonesia.

Findings

Marketing strategy significantly improves organizational performance.

Dynamic capability has a positive but insignificant effect.

Both factors together positively influence performance.

Abstract

The dynamic capability and marketing strategy are challenges to the banking sector in Indonesia. This study uses a survey method solving 39 banks in Makassar. Data collection was conducted of questionnaires. The results show that, the dynamic capability has a positive yet insignificant impact on the organizational performance, the marketing strategy has a positive and significant effect on organizational performance and, dynamic capability and marketing strategy have a positive and significant effect on the organization's performance in the banking sector in Makassar. Keywords : dynamic capability, marketing strategy, organizational performance, banking