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

Mohiuddin Babu, Mujahid and Liu, Hongfei and 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. ISSN 0267-257X

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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 emphasize the crucial role employees play in implementing different strategic orientations in a perceivable way to customers.

Item Type: Article
Uncontrolled Keywords: Market orientation, Employee orientation, Customer-based performance
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Faculty of Social Sciences > Essex Business School
Depositing User: Elements
Date Deposited: 08 Mar 2019 15:06
Last Modified: 18 Jul 2019 22:15
URI: http://repository.essex.ac.uk/id/eprint/24147

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