Impact of market orientation on a firm's customer-based performance: the moderating role of employee orientation

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

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.

• Journal Article Type: Article
• Publication Date: May 13, 2019
• Print ISSN: 0267-257X
• Publisher: Taylor & Francis (Routledge)
• Peer Reviewed: Peer Reviewed
• Volume: 35
• Issue: 7-8
• Pages: 662-692
• APA6 Citation: Mohiuddin Babu, M., Liu, H., Jayawardhena, C., & Lal Dey, B. (2019). Impact of market orientation on a firm's customer-based performance: the moderating role of employee orientation. Journal of marketing management, 35(7-8), 662-692. https://doi.org/10.1080/0267257X.2019.1585928
• DOI: https://doi.org/10.1080/0267257X.2019.1585928
• Keywords: Market orientation; Employee orientation; Customer-based performance
• Publisher URL: https://www.tandfonline.com/doi/full/10.1080/0267257X.2019.1585928