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 journalArticlepeer-review

22 Citations (Scopus)
164 Downloads (Pure)


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
Issue number7-8
Early online date13 May 2019
Publication statusPublished - 2019

Bibliographical note

This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Marketing Management on 13/05/2019 available online:

Copyright © and Moral Rights are retained by the author(s) and/ or other copyright owners. A copy can be downloaded for personal non-commercial research or study, without prior permission or charge. This item cannot be reproduced or quoted extensively from without first obtaining permission in writing from the copyright holder(s). The content must not be changed in any way or sold commercially in any format or medium without the formal permission of the copyright holders.


  • Market orientation
  • customer-based performance
  • employee orientation

ASJC Scopus subject areas

  • Strategy and Management
  • Marketing


Dive into the research topics of 'Impact of market orientation on firm’s customer-based performance: The moderating role of employee orientation'. Together they form a unique fingerprint.

Cite this