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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

Authors

Mujahid Mohiuddin Babu

Hongfei Liu Email: hongfei.liu@essex.ac.uk

Chanaka Jayawardhena Email: c.jaywardhena@hull.ac.uk

Bidit Lal Dey



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.

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

Journal Article Type Article
Acceptance Date Jan 29, 2019
Online Publication Date May 13, 2019
Publication Date May 13, 2019
Deposit Date Apr 15, 2019
Publicly Available Date Nov 14, 2020
Print ISSN 0267-257X
Publisher Taylor & Francis (Routledge)
Peer Reviewed Peer Reviewed
Volume 35
Issue 7-8
Pages 662-692
DOI https://doi.org/10.1080/0267257X.2019.1585928
Keywords Market orientation; Employee orientation; Customer-based performance
Public URL https://hull-repository.worktribe.com/output/1245883
Publisher URL https://www.tandfonline.com/doi/full/10.1080/0267257X.2019.1585928

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