|Author:||Cheng, Hiu Hung|
|Title:||The strategic implementation of market orientation culture : safeguarding customer value for better firm performance|
|Advisors:||Kim, Namwoon (MM)|
|Subject:||Marketing -- Management.|
Customer services -- Management.
Hong Kong Polytechnic University -- Dissertations
|Department:||Faculty of Business|
|Pages:||vii, 148 pages : illustrations ; 30 cm|
|Abstract:||With the extensive amount of research devoted to market orientation (MO), a market-oriented corporate culture is considered a key element for achieving superior corporate performance. However, empirical research on the relationship between a firm's MO culture and the dynamic mechanism that creates customer value is still limited. The aim of this study is to uncover how firms implement their MO culture through the customer value safeguarding mechanism to achieve better firm performance. To this end, we take a component-wise approach, and examine how the three dimensions of MO (customer orientation, competitor orientation, and inter-functional coordination) affect the two core components of the customer safeguarding mechanism (i.e., customer value creation and customer value maintenance), which eventually lead to business performance. Using multi-industry data, we empirically test the mediating effect of the customer value safeguarding mechanism in the MOfirm performance relationship. We also examine the moderating roles of technological turbulence and competitive intensity on the relationship between the customer value safeguarding mechanism and firm performance. Our findings confirm that customer orientation and inter-functional coordination are fully mediated by both customer value creation and customer value maintenance in the MOperformance link. In addition, our results help to clarify the important role of the customer value mechanism, which realizes a firm's MO culture in terms of its competitive advantage. Both technological turbulence and competitive intensity moderate the relationship between customer value safeguarding mechanism and firm performance.|
|Rights:||All rights reserved|
Files in This Item:
|b28256554.pdf||For All Users (off-campus access for PolyU Staff & Students only)||2.3 MB||Adobe PDF||View/Open|
As a bona fide Library user, I declare that:
- I will abide by the rules and legal ordinances governing copyright regarding the use of the Database.
- I will use the Database for the purpose of my research or private study only and not for circulation or further reproduction or any other purpose.
- I agree to indemnify and hold the University harmless from and against any loss, damage, cost, liability or expenses arising from copyright infringement or unauthorized usage.
By downloading any item(s) listed above, you acknowledge that you have read and understood the copyright undertaking as stated above, and agree to be bound by all of its terms.
Please use this identifier to cite or link to this item: