Investigating the Effects of collaborative communication on the development of market-relating capabilities and relational performance metrics

Research in marketing suggests that “collaborative communication” is important for firms to sustain competitive advantage, especially in industrial markets. This study integrates “relational” and “resource-based views” to articulate how collaborative communication influences different relational performance metrics. The aim of this study is to investigating the effect of collaborative communication on relational performance metrics in industrial markets of Zanjan.Therefor, 114 questionnaires among the managers industrial markets of Zanjan distributed and collected. Of these, 93 number questionnaires that completed were analyzed. The reliability of research instrument was 0/938, indicating that it is desirable. Data analysis was performed with SmartPLS and SPSS and one sample t test, Spearman’s correlation, srtuctual equation modeling methods and Comparative Analysis with Kruskal-Wallis and Mann-Whitney & Wilcoxon. The results of the study showed that the effect of collaborative communication on relational performance metrics (Customer-focused, Customer coorperation and Financial) are indirect and conditional. Market-linking capability and Marketing capability facilitate relational performance metrics (Customer-focused, Customer coorperation and Financial). The Market-linking capability try to improve the Customer-focused performance and Marketing capability try to improve Customer cooperation performance and Financial Performance. While the effect of Market-linking capability on Customer cooperation performance and on Financial Performance and the effect of Marketing capability on Customer-focused performance isn’t significant and was not confirmed. The results of this study provide new insights into the role of collaborative communication as well as important theorectical and managerial implications.