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This paper aims to examine the nature of the relationship between internal marketing (IM) and customer orientation, with the mediating role of job satisfaction and affective commitment. The study encompasses workers of the service sector in Bahrain.

In total, 300 questionnaires were distributed, using a simple random sample, to employees of different service industries. The response rate was (73%). Simple and multiple regressions were used to analyze the data and test hypotheses.

The main findings of the study reveal a significant positive relationship between IM practices and customer orientation. It also indicates a significant positive effect of one of IM practices, internal communication, on customer orientation. The regression confirms a significant positive effect of IM on job satisfaction and affective commitment. Furthermore, the effect of job satisfaction and affective commitment on customer orientation were demonstrated. In addition, the results show a mediating effect of job satisfaction and affective commitment on the path of the relationship between IM and customer orientation, which was full for job satisfaction and partial for affective commitment.

This paper was trying to address a societal problem, the mediating role of job satisfaction and affective commitment in the direct path along the relationship between IM and customer orientation in the private sector in Bahrain. This cannot be done in a vacuum, as all research builds upon previous work. A deep literature review of books and journals on what is known so far about the problem was a guide to lead us to focus on filling the gaps in the knowledge about such a problem.

The purpose of this paper is to attempt to model the antecedents and consequences of quality commitment among employees in a service organization.

The conceptual model based on extant literature on quality commitment is validated through a study among employees in a consultancy organization in Turkey involved in servicing SMEs.

The conceptual model finds reasonable support through the study. All the proposed antecedents and consequences are found to be linked positively as per the propositions.

The study is based on a single organization, which could impact the generalizability of the results. Further two of the constructs are measured using two item scales, affecting the scale validity.

This paper introduces a model of quality commitment, which focuses on the outcomes of quality commitment, and validates it in the context of a service organization.

Despite an extensive body of knowledge on the importance of customer orientation in the marketing and management literature, the impact of customer orientation and interactive system infrastructure throughout enterprise networks is not fully understood. The purpose of this paper is to present a model linking customer orientation, interactive system infrastructure, value chain practices, and network performance outcomes.

The prior literature on customer orientation and supply chains is reviewed and a framework is presented which shows the relationship between customer orientation and network performance outcomes, along with other variables.

The conclusion supports the importance of customer orientation in the context of the proposed value chain framework.

The framework introduced in this paper provides a review of customer orientation in the enterprise network and a basis for further empirical validation.

The research framework suggests that customer orientation practices may have a positive impact on network infrastructure design, practices, and performance outcomes. Implementation of customer orientation practices and outcomes within this research framework may allow management to meet customer requirements more effectively.

This paper expands the concept of customer‐orientation in the extended enterprise network context.

The purpose of this study is to investigate the influence of servant leadership on hospitality employees’ proactive customer service performance (PCSP) by focusing on the sequential mediating roles of harmonious passion and customer orientation and the moderating role of others’ approval of contingent self-esteem.

This study uses structural equation modeling with the four-wave data collected from eight Chinese hotels.

This study finds that servant leadership can promote hospitality employees’ PCSP by sequentially boosting their harmonious passion for work and customer orientation. Moreover, others’ approval of contingent self-esteem strengthens servant leadership’s effect on harmonious passion for work.

First, this study extends the servant leadership research by extending its outcome to hospitality employees’ PCSP. Second, this study enriches the understanding of the mediating mechanism between servant leadership and PCSP. Third, this study advances the research on servant leadership by identifying the moderating effect of employees’ others’ approval of contingent self-esteem between servant leadership and harmonious passion.

The objective of this research is to empirically validate the underlying mechanisms by which consumers develop trust in service providers and investigate the impact of consumer's perceptions of trustworthiness and trust on their loyalty intentions. It also aims to study the differential impact of consumers' trustworthiness beliefs on two distinct aspects of a service, namely the front line employees (FLEs) and management policies and practices (MPPs).

The paper proposes and empirically validates a parsimonious but multidimensional and multifaceted model of consumer's trustworthiness beliefs, trust and loyalty intentions. Retail banking services in India provide the setting for the study. The analysis was conducted using structural equation modeling.

The results support a multidimensional and multifaceted model linking the influence of consumers' trustworthiness beliefs related to the competence, benevolence and problem solving orientation of FLEs and MPPs on their trust in FLEs and MPPs and loyalty intentions.

The research highlights that consumers' evaluation of trust operates at multiple dimensions for employees as well as the organization. The study is based on a cross‐sectional survey. A possible extension is to conduct longitudinal studies to map the evolving nature of trust and loyalty over time and customer life stages.

Organizations can measure trustworthiness beliefs and manage them to build trust and reinforce loyalty intentions among their consumers.

The study proposes and validates a parsimonious model of trust and loyalty intentions in the context of retail banking. Thus this research supports and extends the extant knowledge of relationship marketing.

Briefly describes the three activity areas within human resource development, namely training, education and development and gives definitions for each. Provides an explanation of marketing from the viewpoint of the HRD practitioner, discussing in turn: customer orientation and the need to communicate effectively; the differences between external and internal marketing; the importance of market analysis and research; marketing strategy and marketing mix; and finally, the need for a carefully worked out plan to give firm direction to the marketing operation.

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.

The purposes of this paper are to examine whether internal market orientation facilitates the development of external market capabilities, before influencing organizational performance, and to investigate whether learning orientation strengthens the aforementioned link.

This study collected data through a survey and utilized moderated hierarchical regression analysis to examine the hypothesized relationships.

Internal market orientation facilitates the development of both market capabilities and in turn enhances organizational performance. The result also shows that customer-linking capability is a stronger mediator between internal market orientation and organizational performance. Besides, learning orientation does not moderate the relationship between internal market orientation and external market capabilities.

This study only examines two market capabilities; considers only internal market orientation and does not include other antecedents; and used cross-sectional data, instead of longitudinal data, which consist of information only from 159 services companies in Taiwan.

A company should have international market orientation mechanisms, such as internal market information system and reward systems to keep the internal communications open. For companies stressing external customer relationship, internal marketing is important.

This study provides empirical evidence for the claim that internal marketing influences the formation of an organization's external market capabilities. It also considers two types of market capabilities instead of treating market capabilities as a holistic variable. This study also clarifies learning orientation's relationships with internal market orientation and market capabilities.

This study examines the collaborative impact of networking capability and balanced agile project management (APM) on firm performance through the mediating role of market orientation and business process agility of medium and large telecommunication technology providers in Indonesia.

Research data were collected from the executive management of telecommunication technology providers in Indonesia via a questionnaire survey to obtain 150 valid questionnaires for analysis. This study analyzed the overall model fit and causal relationship using confirmatory factor analysis (CFA) and structural equation modeling (SEM).

The results indicate that market orientation fully mediates the link between networking capability-business process agility and balanced APM-business process agility. Furthermore, business process agility mediates the relationship between market orientation and firm performance.

This study is based on a cross-sectional nature and might fail to capture the dynamic of the studied variables over an extended period.

The study extends the knowledge that dynamic capabilities, represented by networking capability and balanced APM, must be framed by market orientation to create customer value and improve bargaining position. However, market orientation alone is not enough in a highly dynamic business environment. Organization also requires business process agility, responsiveness and adaptability to timely address customers' needs and requirements.