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Article
Publication date: 1 June 1990

Scott W. Kelley

The competitive nature of the financial servicesmarket has placed increased importance on thesatisfaction of customer needs. This study considersthe customer orientation of the…

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Abstract

The competitive nature of the financial services market has placed increased importance on the satisfaction of customer needs. This study considers the customer orientation of the customer contact personnel in four banks. Specifically, the relationships between employee motivation, satisfaction, and role clarity, and customer orientation are assessed. Findings indicate that motivation, satisfaction, and role clarity are all directly related to customer orientation. However, when these variables are considered together, motivation and role clarity appear to have the greatest impact on the customer orientation of employees. In addition, tellers were found to be less satisfied and motivated than other customer contact personnel. Managerial implications based on these findings are also discussed.

Details

International Journal of Bank Marketing, vol. 8 no. 6
Type: Research Article
ISSN: 0265-2323

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Abstract

Details

Debates in Marketing Orientation
Type: Book
ISBN: 978-1-78769-836-9

Book part
Publication date: 28 March 2006

Andre Beaujanot Q, Larry Lockshin and Pascale Quester

The concept of market orientation has attracted attention from both academics and managers and it has been widely used in the marketing discipline to explain marketing phenomena…

Abstract

The concept of market orientation has attracted attention from both academics and managers and it has been widely used in the marketing discipline to explain marketing phenomena in business and consumer markets (Deshpande, Farley, & Webster, 1993; Jaworski & Kohli, 1993; Kohli & Jaworski, 1990; Steinman, Deshpande, & Farley, 2000). The most common output or effect attributed by the literature to the market orientation concept has been the firm's achievement of good or superior financial performance by delivering superior value to customers (Deshpande et al., 1993; Hunt & Lambe, 2000; Kohli & Jaworski, 1990; Narver & Slater, 1990). The market orientation concept has also generated a stream of research in both domestic and international markets (Breman & Dalgic, 2001; Cadogan & Diamantopoulos, 1995; Cadogan, Diamantopoulos, & de Mortanges, 1999; Dalgic, 1994; Siguaw, Simpson, & Baker, 1998).

Details

Relationship Between Exporters and Their Foreign Sales and Marketing Intermediaries
Type: Book
ISBN: 978-1-84950-397-6

Book part
Publication date: 3 July 2018

Raji Srinivasan and Gary L. Lilien

The products of some firms emerge neither from new technology developments nor from attempting to address articulated consumers’ needs, but from a company-internal design-driven…

Abstract

Purpose

The products of some firms emerge neither from new technology developments nor from attempting to address articulated consumers’ needs, but from a company-internal design-driven approach. To explore this design-driven approach, we propose a construct, design orientation, as a firm’s ability to integrate functionality, aesthetics, and meaning in its new products. We hypothesize relationships between a firm’s design orientation, customer orientation, technological orientation, and willingness to cannibalize on its new product performance.

Methodology/approach

We use data from surveys of senior marketing executives entrusted with design in 252 US firms, we validate the construct of design orientation and establish its distinctiveness from related constructs of creativity, technological orientation, and customer orientation. Using a structural equation modeling approach, we test the hypotheses and find support for them.

Findings

Individually, design orientation, technological orientation, and customer orientation improve new product performance. In addition, customer orientation decreases the positive effect of design orientation while willingness to cannibalize increases the positive effect of design orientation on new product performance.

Implications for theory and/or practice

More than two-thirds of respondents (69%) perceive that their firm can improve its new product performance by increasing its design orientation, an overlooked organizational capability.

Originality/value

Although practitioners have acknowledged the importance of design as a strategic marketing issue, there is little in the literature on how firms can benefit from building capabilities in the design domain, the issue we focus on in this research.

Details

Innovation and Strategy
Type: Book
ISBN: 978-1-78754-828-2

Keywords

Book part
Publication date: 29 January 2018

Gábor Nagy, Carol M. Megehee and Arch G. Woodside

The study here responds to the view that the crucial problem in strategic management (research) is firm heterogeneity – why firms adopt different strategies and structures, why…

Abstract

The study here responds to the view that the crucial problem in strategic management (research) is firm heterogeneity – why firms adopt different strategies and structures, why heterogeneity persists, and why competitors perform differently. The present study applies complexity theory tenets and a “neo-configurational perspective” of Misangyi et al. (2016) in proposing complex antecedent conditions affecting complex outcome conditions. Rather than examining variable directional relationships using null hypotheses statistical tests, the study examines case-based conditions using somewhat precise outcome tests (SPOT). The complex outcome conditions include firms with high financial performances in declining markets and firms with low financial performances in growing markets – the study focuses on seemingly paradoxical outcomes. The study here examines firm strategies and outcomes for separate samples of cross-sectional data of manufacturing firms with headquarters in one of two nations: Finland (n = 820) and Hungary (n = 300). The study includes examining the predictive validities of the models. The study contributes conceptual advances of complex firm orientation configurations and complex firm performance capabilities configurations as mediating conditions between firmographics, firm resources, and the two final complex outcome conditions (high performance in declining markets and low performance in growing markets). The study contributes by showing how fuzzy-logic computing with words (Zadeh, 1966) advances strategic management research toward achieving requisite variety to overcome the theory-analytic mismatch pervasive currently in the discipline (Fiss, 2007, 2011) – thus, this study is a useful step toward solving the crucial problem of how to explain firm heterogeneity.

Details

Improving the Marriage of Modeling and Theory for Accurate Forecasts of Outcomes
Type: Book
ISBN: 978-1-78635-122-7

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Book part
Publication date: 14 October 2019

Minseong Kim, Jungmin Lee and Jihye Kim

This study investigates the role of grit in a work setting as well as interrelationships among work-related constructs among frontline employees of hotels. Based on the framework…

Abstract

This study investigates the role of grit in a work setting as well as interrelationships among work-related constructs among frontline employees of hotels. Based on the framework of grit and work-related constructs, this study proposes and tests a model that attempts to understand the dynamic relationship among the two dimensions of grit, customer orientation, job satisfaction, and job performance, with an emphasis on the moderating role of organizational tenure. The results indicate that consistency of interest significantly influences customer orientation, whereas perseverance of effort significantly affects job satisfaction. Job performance is significantly influenced by customer orientation and job satisfaction. The paths from perseverance of effort to customer orientation, from perseverance of effort to job satisfaction, and from consistency of interest to job satisfaction are significantly moderated by organizational tenure.

Details

Advances in Hospitality and Leisure
Type: Book
ISBN: 978-1-83867-956-9

Keywords

Book part
Publication date: 17 January 2023

Helen M. Dah, Robert J. Blomme, Arie Kil and Ben Q. Honyenuga

This chapter investigates the effect of customer orientation and CRM organization on hotel financial performance. A model of enhancing hotel financial performance through customer

Abstract

This chapter investigates the effect of customer orientation and CRM organization on hotel financial performance. A model of enhancing hotel financial performance through customer satisfaction practices was tested. Customer satisfaction was hypothesized to be a mediator in the relationships between customer orientation and CRM organization and the result being financial performance. The sample consisted of 54 hotels that was made up of three 5-star, fifteen 4-star, and thirty-six 3-star hotels in Ghana. A quantitative deductive approach was employed to gather data using cross-sectional survey, which was analyzed using PLS-SEM to check the validity, reliability and factor loading of the data. The findings revealed that, CRM organization enhances customer satisfaction and financial performance of hotels. Also, customer orientation showed significant positively related to customer satisfaction in the hotels. Surprisingly, the effects of CRM organization and customer orientation on financial performance through customer satisfaction were insignificant. Thus, customer satisfaction failed to mediate the effect of CRM organization and customer orientation on the financial performance of hotels. This suggests that though an effective CRM organization enhances customer satisfaction, it directly affects the financial performance of hotels. The outcomes have useful implications for CRM implementation on hotel financial performance in Ghana.

Details

Advances in Hospitality and Leisure
Type: Book
ISBN: 978-1-80382-816-9

Keywords

Book part
Publication date: 30 November 2020

Edward K. Ayimey, Robert J. Blomme, Ad Kil and Ben Q. Honyenuga

The paper discusses how market orientation impacts marketing performance in the hotel industry of Ghana. The research was a qualitative research that covered a sample of…

Abstract

The paper discusses how market orientation impacts marketing performance in the hotel industry of Ghana. The research was a qualitative research that covered a sample of nineteen19 hotels in Ghana by using a two-stage nonprobability sampling comprising convenience sampling and purposive sampling. Personal interviews were conducted to collect primary and qualitative data from hotel managers of the sampled hotels. Template analysis was used to analyze the data in order to understand how market orientation impacts selected marketing performance indicators. The study has provided insight into how market orientation impacts marketing performance indicators, precisely sales growth, customer complaints, customer satisfaction, and customer retention. The limitations of the study are that it is a cross-sectional study and it involved only officials of the hotels as participants. Also, the study does not explain how customers perceive market orientation practices and how market orientation affects customer buying behavior. Research implications are that longitudinal research design and involvement of customers as participants should be considered in future-related qualitative studies. The contribution of this study to knowledge is that it has given some explanations to how market orientation impacts sales growth, customer complaints, customer satisfaction, and customer retention in the hotel business.

Details

Advances in Hospitality and Leisure
Type: Book
ISBN: 978-1-83982-385-5

Keywords

Article
Publication date: 4 September 2023

Fang Xie, Xufan Zhang, Jing Ye, Lulu Zhou, Wenjian Zhang and Feng Tian

Based on the resource conservation theory, this research paper aims to evaluate the positive impact of customer orientation on frontline employees' emotional exhaustion and the…

Abstract

Purpose

Based on the resource conservation theory, this research paper aims to evaluate the positive impact of customer orientation on frontline employees' emotional exhaustion and the moderating effects of customer incivility and supervisor monitoring.

Design/methodology/approach

Two-wave data from 484 frontline employees in power supply business halls were analyzed. This study used AMOS 23.0, SPSS22.0 and PROCESS macro for data statistics and analysis.

Findings

Our empirical research demonstrates that customer orientation has a significant positive impact on frontline employees' emotional exhaustion. At the same time, supervisor monitoring moderates the relationship between customer orientation and emotional exhaustion. The higher the interactional or observational monitoring, the stronger customer orientation's effect on frontline employees' emotional exhaustion. Moreover, a three-way interaction model exists between customer orientation, customer incivility and supervisor monitoring.

Practical implications

This study yields practical implications for helping the frontline employees of service-oriented organizations alleviate multiple interpersonal workplace pressures.

Originality/value

Based on resource conservation theory, this paper used a novel approach to focus on customer orientation, customer incivility and supervisor monitoring as interpersonal stressors.

Details

Journal of Service Theory and Practice, vol. 33 no. 6
Type: Research Article
ISSN: 2055-6225

Keywords

Article
Publication date: 27 September 2023

You-Chien Tsung and Lu-Ming Tseng

Studies have shown that customer orientation has a substantial impact on a business's success. This study examines the effects of positive personality on salespeople's proactive…

Abstract

Purpose

Studies have shown that customer orientation has a substantial impact on a business's success. This study examines the effects of positive personality on salespeople's proactive customer orientation (PCO) and responsive customer orientation (RCO) by incorporating the effects of job enthusiasm and transformational leadership.

Design/methodology/approach

A questionnaire survey is conducted. A total of 511 questionnaires are received from Taiwan's life insurance salespeople. Partial least squares (PLS) regression is used to test the hypotheses.

Findings

The results show that positive personality influences PCO and RCO both directly and indirectly through job enthusiasm. The effect of transformational leadership is also found to be significant. Financial service companies should be concerned about the important role of positive personality and transformational leadership in promoting job enthusiasm, PCO and RCO among salespeople.

Originality/value

Previous studies mostly focused on the direct relationship between customer orientation and organizational outcomes, neglecting the role of individual personality. This gap leaves us wondering how a positive personality influences a salesperson's proactive and responsive customer orientation. To the authors' knowledge, this is the first study to examine the mechanisms of a positive personality, job enthusiasm, and transformational leadership on salespeople's PCO and RCO.

Details

Asia Pacific Journal of Marketing and Logistics, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1355-5855

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