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
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
2019
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), .
(doi:10.1080/0267257X.2019.1585928).
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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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
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Date deposited: 29 May 2020 16:30
Last modified: 17 Mar 2024 04:01
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Author:
Mujahid Mohiuddin Babu
Author:
Chanaka Jayawardhena
Author:
Bidit Lal Dey
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