Customer orientation (CO) is one of the most researched concepts within recent marketing literature. Opinion states that CO is crucial for company long-term success and may even help gaining a competitive advantage. Thus, from a management perspective CO is an important tool, especially within a service context as more interactions take place. Our study benchmarks the efficiency of CO management regarding these focal outcomes like long-term company success by surveying service companies' managers (n = 140) and their customers (n = 17'089). Hereby, a three-step Data Envelopment Analysis is employed providing us with insights about how to more efficiently configure CO within companies, thereby leveraging company performance. The percentage of inefficiently operating companies emphasizes the relevance.
Language
English
Keywords
customer orientation
data envelopment analysis
HSG Classification
contribution to scientific community
Refereed
Yes
Book title
ANZMAC 2010: Doing More with Less
Publisher
ANZMAC
Publisher place
Canterbury
Event Title
Australian and New Zealand Marketing Academy Conference 2010