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Bridging the gap between employees and customers

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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.

Keywords: customer satisfaction; employee motivation; employee satisfaction; market orientation; scale development; structural equation models

Document Type: Research Article


Affiliations: University of North Carolina at Charlotte, USA

Publication date: August 1, 2012

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