Conceptualizing Marketing Management as Service Quality Capability in Humanitarian Warehousing: A Conceptual Framework and SEM-AMOS Evidence from Sibura Warehouse
DOI:
https://doi.org/10.55927/ijems.v4i2.44Keywords:
Marketing Management, Service Quality Capability, Conceptual Framework, SERVQUAL, Humanitarian LogisticsAbstract
Contemporary marketing management increasingly resembles capability management: organizations compete by sensing stakeholder needs, orchestrating service experiences, and safeguarding trust in environments characterized by operational risk and resource constraints. This article offers a conceptual model that positions service quality as an integrative marketing management capability and develops an empirical measurement foundation using covariance-based structural equation modeling (SEM) in an AMOS-aligned procedure. Survey responses from Sibura Warehouse (N = 50; 20 indicators; 5-point Likert) were analyzed using confirmatory factor analysis. Reliability was strong across dimensions (Cronbach’s α = 0.769–0.846), and convergent validity was supported for most constructs (CR = 0.785–0.856; AVE = 0.487–0.599). A five-factor first-order CFA produced standardized loadings between 0.489 and 0.867. While global fit was constrained under maximum likelihood (χ²/df = 2.87, CFI = 0.660, TLI = 0.596, RMSEA = 0.196, SRMR = 0.116), a parsimonious second-order model using dimension composites supported a higher-order Service Quality factor with high loadings (0.83–0.93). The paper proposes a research agenda linking service quality capability to stakeholder trust, collaboration intention, and perceived operational effectiveness
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