A value-based perspective of market orientation and customer service

This study aimed to build a model of business performance based on customer value-defined market orientation. In the context of a service retail industry, both firms’ and customers’ perspectives were involved in the development of the construct, using such dimensions as management support, employee efforts and customer satisfaction. The authors undertook a large-scale fieldwork to collect matched response data from firms and consumers and to test the proposed model. The results provide empirical evidence of the effects of a customer value-based market orientation on business performance, measured in terms of customer retention. In addition, this study identified three drivers of employees’ effort to implement market orientation from a value perspective.