Bridging the gap between employees and customers

Author: Oakley James L.  

Publisher: Routledge Ltd

ISSN: 0267-257X

Source: Journal of Marketing Management, Vol.28, Iss.9-10, 2012-08, pp. : 1094-1113

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Abstract

Employing modern definitions of the marketing concept, we develop a unified model to measure the market orientation construct. We then employ a chain-link model linking employee satisfaction and motivation to customer behaviour and firm profitability, demonstrating that market orientation mediates the employee–customer relationship. Hence, while past research has studied market orientation, per se, we demonstrate why it is important – it serves as the bridge to link employees and customers.