Marketing agility and firm performance: the role of customer service performance and customer co-creation

Agag, G ORCID: https://orcid.org/0000-0002-5513-0828, Yousaf, A ORCID: https://orcid.org/0000-0002-5234-7474 and Adıgüzel, F ORCID: https://orcid.org/0000-0002-5289-1701, 2025. Marketing agility and firm performance: the role of customer service performance and customer co-creation. European Journal of Marketing. ISSN 0309-0566

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Abstract

Purpose— The effect of marketing agility on customer satisfaction and short- and long-term firm performance has not been empirically examined yet. Drawing on dynamic capability theory, the current study investigates the direct effect of marketing agility on firm performance and its indirect effect through customer outcomes (i.e., customer service performance, co-creation and satisfaction).

Design/Methodology/Approach— Study 1 used cross-industry, multisource data, including survey responses from 609 managers and secondary data on firm performance. Study 2 validated the results of Study 1 with panel data covering 319 firms and fitted the short-term profitability model using 4218 firm-year observations and the long-term profitability model using 957 firm-year observations.

Findings— Marketing agility has a negative direct effect on short-term profitability but a positive direct effect on both long-term profitability and customer satisfaction. Furthermore, customer satisfaction fully mediates this relationship in the short term and partially mediates it in the long term.

Originality/Value—Empirical studies on the firm performance effects of marketing agility are currently lacking, and the few existing studies do not differentiate between short-term and long-term firm performance. Through customer-related outcomes of marketing agility, this study explains the mechanism behind firm performance. Moreover, the current study develops a new measure (the MA index) using a fuzzy mathematical programming approach.

Item Type:	Journal article
Publication Title:	European Journal of Marketing
Creators:	Agag, G., Yousaf, A. and Adıgüzel, F.
Publisher:	Emerald
Date:	24 October 2025
ISSN:	0309-0566
Identifiers:	Number Type 10.1108/EJM-01-2024-0029 DOI 2493995 Other
Rights:	© 2025 Emerald Publishing Limited. This AAM is provided for your own personal use only. It may not be used for resale, reprinting, systematic distribution, emailing, or for any other commercial purpose without the permission of the publisher.
Divisions:	Schools > Nottingham Business School
Record created by:	Laura Borcherds
Date Added:	20 Nov 2025 12:12
Last Modified:	20 Nov 2025 12:12
URI:	https://irep.ntu.ac.uk/id/eprint/54787

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