Mujahid Mohiuddin Babu
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
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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©2019 The authors
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