Organizational Antecedents of Responsive and Proactive Customer Orientation
ISBN
978-84-370-9453-3
Type
conference paper
Date Issued
2014-06-03
Author(s)
Abstract
Firms gain a competitive advantage by innovating and creating superior value for their customers. Prior studies revealed that customer orientation affects innovativeness and customer value positively. Customer orientation can either be responsive (RCO) or proactive (PCO). Until now, studies have neglected differences between the antecedents of RCO and PCO. Thus, this paper investigates potential antecedents and their relative impact on PCO and RCO. Results of a survey among 365 managers illustrate that firms should focus on strategy communication, decentralization, customer-oriented leadership, and a customer interaction culture to improve their RCO, while data intelligence and new customer knowledge levers PCO. Firms might either invest in the levers of PCO to foster their innovativeness or in those of RCO to strengthen customer value. Both innovativeness and customer value affect financial performance positively.
Language
English
Keywords
Responsive Customer Orientation
Proactive Customer Orientation
Innovativeness
HSG Classification
contribution to scientific community
Refereed
Yes
Book title
Paradigm Shifts & Interactions
Publisher
European Marketing Academy
Publisher place
Valencia
Start page
106
Event Title
43rd European Marketing Academy (EMAC) Annual Conference
Event Location
Valencia, Spain
Event Date
03.-06.06.2014
Subject(s)
Division(s)
Eprints ID
230504