This study attempts to evaluate the impact of industrial marketing strategy from the innovative cooperative manufacturer’s perspectives and buyers’ perspectives. In a highly competitive environment, marketing strategic management is one weapon for many firms to survive in the marketplace. Valuable strategic marketing enable a firm to obtain a dominant position and gain higher profits. Therefore, this study attempts to develop a theoretical model based on qualitative research to explore the strategic industrial marketing deal with overt cost per utility, information searching cost, moral hazard cost, and asset specificity cost. In order to examine the applicability of the proposed theoretical model, this study further conducts a quantitative research based on the qualitative research and collects primary data from customers and employees of cooperative manufacturer. The statistical techniques adopt contain descriptive statistics and qualitative comparative analysis using fuzzy sets qualitative comparative analysis (fsQCA).
The results indicate that overt cost per utility, information searching cost, moral hazard cost, and asset specificity cost have significant effect on customer loyalty. There are three causal configurations found to be sufficient for high customer loyalty from the innovative cooperative manufacturer’s perspectives and buyers’ perspectives, but two of causal configurations based on innovative cooperative manufacturer’s perspectives are differ from buyers’ perspectives.
