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

Mujahid Mohiuddin Babu, Hongfei Liu, Chanaka Jayawardhena, Bidit Lal Dey

Research output: Contribution to journalArticle

1 Citation (Scopus)

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.

Original languageEnglish
Pages (from-to)662-692
Number of pages31
JournalJournal of Marketing Management
Volume35
Issue number7-8
Early online date13 May 2019
DOIs
Publication statusPublished - 2019

Keywords

  • Market orientation
  • customer-based performance
  • employee orientation

ASJC Scopus subject areas

  • Strategy and Management
  • Marketing

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