Customer Orientation

TLDR

The study examines how customer orientation influences consumer perceptions of quality, satisfaction, and service value, and how it shapes outcome behaviors. Survey results show that customer orientation is directly linked to positive evaluations of employee performance, products, and service environments, and indirectly boosts organizational quality, satisfaction, value attributions, and consumer outcome behaviors.

Abstract

This study investigates the effect of being customer oriented on service performance perceptions and outcome behaviors. Specifically, the focus is on identifying the influence that being perceived as a customer-oriented firm has on consumer quality perceptions, customer satisfaction, and service value. The impact of being customer oriented on consumers’ outcome behaviors is also investigated. Responses from 649 consumers indicate that customer orientation is directly related to customers’ evaluations of employee service performance, physical goods, and servicescapes. Indirect effects on organizational quality, customer satisfaction, value attributions, and outcome behaviors are also reported. The implications of the research are discussed, as are the limitations.