Enhancing Customer Satisfaction and Loyalty through Customer-Defined Market Orientation and Customer Inspiration: A Critical Literature Review
DOI:
https://doi.org/10.37134/ibej.vol11.1.3.2018Keywords:
Customer-defined Market orientation, customer inspiration, customer loyalty, customer satisfactionAbstract
The aim of this paper is to conceptualize the significance of customer-defined market orientation in creating superior customer value and building long-term customer relationship which in turn increases the customer satisfaction and loyalty, moreover, the framework also theorized the mediating role of customer inspiration to strengthen the framework. A comprehensive review of latest conceptual and empirical literature was grounded to develop the propositions. Teachers and students of higher education institution shall be taken as a social lab for examining the propositions, and to report the empirical findings. The finding of this study provides a basis for developing a model to obtain customer satisfaction and loyalty. This study could be of practical value for organizations who want to improve satisfaction and loyalty among their customers, with a special focus on teachers and students since they are considered as a potential cluster of the market. This paper makes a significant contribution by developing a conceptual framework to improve customer satisfaction and customer loyalty through customer inspiration and customer-defined market orientation practices.
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References
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Hart, T. (1998). Inspiration: Exploring the experience and its meaning. Journal of Humanistic Psychology,38(3), 7-35.
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Hyvönen, S., & Tuominen, M. (2007). Channel collaboration, market orientation and performance advantages: Discovering developed and emerging markets. International Review of Retail, Distribution and Consumer Research,17(5), 423-445.
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Jacoby, J., & Chestnut, R. W. (1978). Brand loyalty: Measurement and management. John Wiley & Sons Incorporated.
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Jaworski, B. J., & Kohli, A. K. (1993). Market orientation: antecedents and consequences. The Journal of marketing, 53-70.
Jaworski, B. J., & Kohli, A. K. (1996). Market orientation: review, refinement, and roadmap. Journal of Market-
Focused Management,1(2), 119-135.
Jones, E., Busch, P., & Dacin, P. (2003). Firm market orientation and salesperson customer orientation: Interpersonal and intrapersonal influences on customer service and retention in business-to-business buyer–seller relationships. Journal of business research,56(4), 323-340.
José Sanzo, M., Leticia Santos, M., Alvarez, L. I., & Vázquez, R. (2007). The effect of a buyer's market orientation on attitudinal loyalty toward a supplier: is dependence a moderator?. Supply Chain Management : An International Journal ,12(4), 267-283.
Jyoti, J., & Sharma, J. (2012). Impact of market orientation on business performance: Role of employee satisfaction and customer satisfaction.Vision,16(4), 297-313.
Kahn, K. B., & Mentzer, J. T. (1998). Marketing’s integration with other departments.Journal of Business Research,42(1), 53-62.
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Consequences, 1-17.
Alhakimi, W., & Baharun, R. (2010). An integrative model of market orientation constructs in consumer goods industry: An empirical evidence. International Management Review,6(2), 40-54.
Altarifi, S. M., Aqel, I. S., & Al Tarawneh, K. A. (2016). The Impact of Market Orientation on Customer Satisfaction of Private Schools in Jordan. International Journal of Business and Management,11(9), 117.
Aziz, N. A., & Yasin, N. M. (2010). How will market orientation and external environmnet influence the performance among SMEs in the agri-food sector in Malaysia?. International Business Research,3(3), 154.
Baker, W. E., & Sinkula, J. M. (1999). The synergistic effect of market orientation and learning orientation on organizational performance. Journal of the academy of marketing science,27(4), 411-427.
Boles, J. S., Babin, B. J., Brashear, T. G., & Brooks, C. (2001). An examination of the relationships between retail work environments, salesperson selling orientation-customer orientation and job performance. Journal of Marketing Theory and Practice,9(3), 1-13.
Böttger, T., Rudolph, T., Evanschitzky, H., & Pfrang, T. (2017). Customer inspiration: Conceptualization, scale development, and validation. Journal of Marketing,81(6), 116-131.
Brady, M. K., & Cronin Jr, J. J. (2001). Customer orientation: Effects on customer service perceptions and outcome behaviors. Journal of service Research,3(3), 241-251.
Chen, S. C. (2015). Customer value and customer loyalty: Is competition a missing link? Journal of Retailing and Consumer Services,22, 107-116.
Chen, S. C., & Quester, P. G. (2006). Modeling store loyalty: perceived value in market orientation practice.
Journal of Services Marketing,20(3), 188-198.
Day, G. S. (1992). Marketing's contribution to the strategy dialogue. Journal of the Academy of marketing
Science,20(4), 323-329.
Deshpandé, R., & Farley, J. U. (1998).Measuring market orientation: generalization and synthesis. Journal of market-focused management,2(3), 213-232.
Deshpandé, R., Farley, J. U., & Webster Jr, F. E. (1993). Corporate culture, customer orientation, and innovativeness in Japanese firms: a quadrad analysis. The journal of Marketing, 23-37.
Dick, A. S., & Basu, K. (1994). Customer loyalty: toward an integrated conceptual framework. Journal of the academy of marketing science,22(2), 99-113.
Dubihlela, J., & Dhurup, M. R. (2015). Determinants of, and barriers to, market orientation and the relationship with business performance among SMES. Journal of Applied usiness Research,31(5), 1667.
Flipo, J. P. (1986). Service firms: interdependence of external and internal marketing strategies. European journal of Marketing,20(8), 5-14.
Gremler, D. D., & Gwinner, K. P. (2000). Customer-employee rapport in service relationships. Journal of Service Research,3(1), 82-104.
Grönroos, C. (1995). Relationship marketing: the strategy continuum. Journal of the Academy of Marketing Science,23(4), 252-254.
Gudlaugsson, T., & Schalk, A. P. (2009). Effects of Market Orientation on Business Performance: Empirical Evidence from Iceland. The European institute of retailing and service studies, (6), 1-17.
Harris, L. C. (2000). The organizational barriers to developing market orientation. European Journal of Marketing,34(5/6), 598-624.
Harris, L. C., & Ogbonna, E. (2001). Leadership style and market orientation: an empirical study. European journal of marketing,35(5/6), 744-764.
Harrison-Walker, L. J. (2001). The measurement of a market orientation and its impact on business performance. Journal of Quality management,6(2), 139-172.
Hart, T. (1998). Inspiration: Exploring the experience and its meaning. Journal of Humanistic Psychology,38(3), 7-35.
Homburg, C., Grozdanovic, M., & Klarmann, M. (2007). Responsiveness to customers and competitors: the role of affective and cognitive organizational systems. Journal of Marketing,71(3), 18-38.
Hyvönen, S., & Tuominen, M. (2007). Channel collaboration, market orientation and performance advantages: Discovering developed and emerging markets. International Review of Retail, Distribution and Consumer Research,17(5), 423-445.
Innis, D. E., & La Londe, B. J. (1994). Customer service: the key to customer satisfaction, customer loyalty, and market share. Journal of business Logistics,15(1), 1.
Jacoby, J., & Chestnut, R. W. (1978). Brand loyalty: Measurement and management. John Wiley & Sons Incorporated.
Jaworski, B. J., & Kohli, A. K. (1993). Market orientation: antecedents and consequences. The Journal of marketing, 53-70.
Jaworski, B. J., & Kohli, A. K. (1993). Market orientation: antecedents and consequences. The Journal of marketing, 53-70.
Jaworski, B. J., & Kohli, A. K. (1996). Market orientation: review, refinement, and roadmap. Journal of Market-
Focused Management,1(2), 119-135.
Jones, E., Busch, P., & Dacin, P. (2003). Firm market orientation and salesperson customer orientation: Interpersonal and intrapersonal influences on customer service and retention in business-to-business buyer–seller relationships. Journal of business research,56(4), 323-340.
José Sanzo, M., Leticia Santos, M., Alvarez, L. I., & Vázquez, R. (2007). The effect of a buyer's market orientation on attitudinal loyalty toward a supplier: is dependence a moderator?. Supply Chain Management : An International Journal ,12(4), 267-283.
Jyoti, J., & Sharma, J. (2012). Impact of market orientation on business performance: Role of employee satisfaction and customer satisfaction.Vision,16(4), 297-313.
Kahn, K. B., & Mentzer, J. T. (1998). Marketing’s integration with other departments.Journal of Business Research,42(1), 53-62.
Kibbeling, M., Van Der Bij, H., & Van Weele, A. (2013). Market orientation and innovativ eness in supply chains: Supplier's impact on customer satisfaction. Journal of Product Innovation Management, 30(3), 500-515.
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Published
2018-12-01
How to Cite
R. Khan, M., & M. Ghouri, A. (2018). Enhancing Customer Satisfaction and Loyalty through Customer-Defined Market Orientation and Customer Inspiration: A Critical Literature Review. International Business Education Journal, 11(1), 25–39. https://doi.org/10.37134/ibej.vol11.1.3.2018
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