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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.

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
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