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Impact of market orientation on firm’s customer-based performance: the moderating role of employee orientation

Impact of market orientation on firm’s customer-based performance: the moderating role of employee orientation
Impact of market orientation on firm’s customer-based performance: the moderating role of employee orientation
In this paper, we examine the influence of employee orientation (EO) on converting constituent dimensions of market orientation (MO) into customer-based performance (CBP) and consider the robustness of these relationships in the context of firm age and size. Based on a sample of 410 mid-to-senior-level managers working in UK service industries, we find that all three dimensions of MO positively influence CBP. While highlighting the utility of employing a multidimensional approach to evaluate the customer-based outcome of MO implementation we highlight the nuanced role of EO in strengthening the MO–performance relationship and emphasise the crucial role employees play in implementing different strategic orientations in a perceivable way to customers.
Market orientation, Employee orientation, Customer-based performance, RBV
0267-257x
662-692
Babu, Mujahid Mohiuddin
402b56aa-6cd4-48c4-ac9c-6ff919a22021
Liu, Hongfei
7d65edcf-20c9-452a-83c2-8b545b12f68c
Jayawardhena, Chanaka
4784a35a-cbc4-47df-ad75-2bf654463b76
Dey, Bidit Lal
fa9bbbab-f957-49ae-a31c-cf7805084920
Babu, Mujahid Mohiuddin
402b56aa-6cd4-48c4-ac9c-6ff919a22021
Liu, Hongfei
7d65edcf-20c9-452a-83c2-8b545b12f68c
Jayawardhena, Chanaka
4784a35a-cbc4-47df-ad75-2bf654463b76
Dey, Bidit Lal
fa9bbbab-f957-49ae-a31c-cf7805084920

Babu, Mujahid Mohiuddin, Liu, Hongfei, Jayawardhena, Chanaka and Dey, Bidit Lal (2019) Impact of market orientation on firm’s customer-based performance: the moderating role of employee orientation. Journal of Marketing Management, 35 (7-8), 662-692. (doi:10.1080/0267257X.2019.1585928).

Record type: Article

Abstract

In this paper, we examine the influence of employee orientation (EO) on converting constituent dimensions of market orientation (MO) into customer-based performance (CBP) and consider the robustness of these relationships in the context of firm age and size. Based on a sample of 410 mid-to-senior-level managers working in UK service industries, we find that all three dimensions of MO positively influence CBP. While highlighting the utility of employing a multidimensional approach to evaluate the customer-based outcome of MO implementation we highlight the nuanced role of EO in strengthening the MO–performance relationship and emphasise the crucial role employees play in implementing different strategic orientations in a perceivable way to customers.

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More information

Accepted/In Press date: 29 January 2019
e-pub ahead of print date: 13 May 2019
Published date: 2019
Keywords: Market orientation, Employee orientation, Customer-based performance, RBV

Identifiers

Local EPrints ID: 441069
URI: http://eprints.soton.ac.uk/id/eprint/441069
ISSN: 0267-257x
PURE UUID: e670b9e5-1f80-4300-9d2f-bbd1d25d5898

Catalogue record

Date deposited: 29 May 2020 16:30
Last modified: 29 Jun 2020 16:31

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Contributors

Author: Mujahid Mohiuddin Babu
Author: Hongfei Liu
Author: Chanaka Jayawardhena
Author: Bidit Lal Dey

University divisions

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