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

doi:10.1080/0267257X.2019.1585928

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

Brunel University

Research output: Contribution to journal › Article › peer-review

27 Citations (Scopus)

273 Downloads (Pure)

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 language	English
Pages (from-to)	662-692
Number of pages	31
Journal	Journal of Marketing Management
Volume	35
Issue number	7-8
Early online date	13 May 2019
DOIs	https://doi.org/10.1080/0267257X.2019.1585928
Publication status	Published - 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: http://www.tandfonline.com/10.1080/0267257X.2019.1585928

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.

Keywords

Market orientation
customer-based performance
employee orientation

ASJC Scopus subject areas

Strategy and Management
Marketing

Access to Document

10.1080/0267257X.2019.1585928

Post-PrintAccepted author manuscript, 0.99 MB

Cite this

@article{afb7093f3a2b4a8fa11114dae993d79d,

title = "Impact of market orientation on firm{\textquoteright}s customer-based performance: The moderating role of employee orientation",

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.",

keywords = "Market orientation, customer-based performance, employee orientation",

author = "{Mohiuddin Babu}, Mujahid and Hongfei Liu and Chanaka Jayawardhena and Dey, {Bidit Lal}",

note = "This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Marketing Management on 13/05/2019 available online: http://www.tandfonline.com/10.1080/0267257X.2019.1585928 Copyright {\textcopyright} 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. ",

year = "2019",

doi = "10.1080/0267257X.2019.1585928",

language = "English",

volume = "35",

pages = "662--692",

journal = "Journal of Marketing Management",

issn = "0267-257X",

publisher = "Taylor and Francis",

number = "7-8",

}

TY - JOUR

T1 - Impact of market orientation on firm’s customer-based performance

T2 - The moderating role of employee orientation

AU - Mohiuddin Babu, Mujahid

AU - Liu, Hongfei

AU - Jayawardhena, Chanaka

AU - Dey, Bidit Lal

N1 - This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Marketing Management on 13/05/2019 available online: http://www.tandfonline.com/10.1080/0267257X.2019.1585928 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.

PY - 2019

Y1 - 2019

N2 - 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.

AB - 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.

KW - Market orientation

KW - customer-based performance

KW - employee orientation

UR - http://www.scopus.com/inward/record.url?scp=85065723962&partnerID=8YFLogxK

U2 - 10.1080/0267257X.2019.1585928

DO - 10.1080/0267257X.2019.1585928

M3 - Article

SN - 0267-257X

VL - 35

SP - 662

EP - 692

JO - Journal of Marketing Management

JF - Journal of Marketing Management

IS - 7-8

ER -

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

Abstract

Bibliographical note

Keywords

ASJC Scopus subject areas

Access to Document

Other files and links

Fingerprint

Mujahid Mohiuddin Babu

Cite this

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

Abstract

Bibliographical note

Keywords

ASJC Scopus subject areas

Access to Document

Other files and links

Fingerprint

Profiles

Mujahid Mohiuddin Babu

Cite this