Browsing by Subject "Customer orientation"
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    A comparative study on the importance of customer orientation of frontline employees in the service industry
    ( 2019) Papali, Andre Solomon ; Chittipa Ngamkroeckjoti
    This research aims at finding a measurement system for companies to successfully measure their customer orientation. The research methodology adopted here would help companies to completely measure their customer’s outlook and to successfully integrate necessary changes to their internal structure.
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    The Contingent Role of Customer Orientation and Entrepreneurial Orientation on Product Innovation and Performance
    ( 2013) Amonrat Thoumrungroje ; Racela, Olimpia C.
    This paper synthesizes marketing and entrepreneurship literature and postulates the complementary nature of a customer orientation with that of an entrepreneurial orientation, then explores their relationships with product innovation and performance. A path analysis was used to test the hypotheses based on data collected from a sample of 159 strategic business units in 15 different industries. The results show that an entrepreneurial orientation does not have a relationship with product innovation unless it is coupled with the complementary effect of a customer orientation. This study also indicates that product innovation mediates this complementary effect on new product and firm performance. In addition, a customer orientation is found to exert a direct positive effect on both new product and firm performances. Although most hypotheses were supported, two out of five were not. As such, the findings present valuable practical insights as well as interesting contributions to the theoretical advancements in marketing and entrepreneurship.
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    Factors relating to brand loyalty of a Fitness Health Club franchise Business in Vienna, Austria
    (Assumption University Press, 2016) Krivic, Sarah J. ; Loh, Aaron
    This study focused on brand loyalty for an international, franchised Fitness Health Club in Vienna, Austria. The researcher found six independent variables in order to analyse customers' brand loyalty towards the above mentioned Fitness Health Club. The data was collected through 366 useful questionnaires from the Fitness Health Club and its day-to-day customers and members in Vienna, Austria. The research tested the relationship between brand loyalty and seven variables, which were advertising spending, brand image, brand trust, customer orientation, corporate social responsibility (CSR), satisfaction and overall valuation of services. The researcher finds that all null hypotheses were rejected through the Pearson Correlation technique, which showed that there were statistically positive relationships among the variables.
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    The influencing factors toward brand loyalty of smartphone in Phnom Penh, Cambodia
    ( 2016) Dauch, Kao ; Apichart Intravisit
    The purpose of this study was to investigate the influencing factors of the independent variables, i.e. brand affect, brand trust, customer satisfaction, perceived quality, advertising spending, customer orientation, and CSR toward brand loyalty as dependent variable for the Apple iPhone in Phnom Penh, Cambodia. Then, the conceptual framework was designed from the theoretical framework, and hypotheses were constructed from the conceptual framework in order to know the relationship between dependent variable and independent variable. The researcher targets university students both male and female who currently use the Apple iPhone. A total of 400 questionnaires were distributed at the top five rankings of number of university students in Phnom Penh, Cambodia. The researcher used SPSS software for the statistical treatment of data by applying descriptive analysis and inferential analysis. The results of this study showed that brand trust had a high positive significant influence on brand affect, perceived quality had a high positive significant influence on satisfaction, advertising spending had a high positive significant influence on perceived quality. furthermore, brand affect, brand trust, satisfaction, perceived quality, and CSR had a positive significant influence on brand loyalty in terms of behavior, commitment, and price tolerance. Whereas, only one variable which is advertising spending had a negative significant influence on brand loyalty in terms of behavior. However, customer orientation had not a significant influence on brand loyalty in terms of behavior, commitment, and price tolerance.
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    Using heuristic cues for insurance broker's intention to select automobile insurance companies
    (Assumption University Press, 2016) Maneerat Kor-Udom
    The purpose of this study is to find the key influencing factors that the brokers used as the heuristic cues when they select the automobile insurance companies and propose it to the end customers. The heuristic theory is employed because the broker's decision processes seem to be repeating. Decision influencing factors, mostly, are not different across customers except in some minor conditions. Regarding the common business decision, the major heuristic cues cover both benefit or cost factors. Previous literature in the insurance context suggested several benefit and cost factors. However, regarding the interviews, conducted with the experienced Thai brokers in the initial stage of this research, indicated only four benefits and two cost factors. Four benefit factors i.e. company reputation including customer orientation, quality of operation, financial reliability as well as product quality, service quality, incentives and two cost factors; economic and transaction costs were emphasized as heuristics cues for the broker's decisions in this study. Apart from the benefits and costs, three dimensions of the relationship quality i.e. satisfaction, trust and commitment were also added as another heuristic cues for the broker's decision. four hundred and three complete sets of survey data were collected from the automobile insurance brokers. The structural equation modeling (SEM) was employed to test the relationship of each heuristics cue and broker's intention to select automobile insurance companies. The findings revealed that the service quality had the strongest influence on the broker's intention, followed by costs, product quality, customer orientation and quality of operation. Trust was surprisingly found to have strong but negative relationship with the broker's intention. Finally, the relationship between financial reliability, incentives, satisfaction and commitment and broker's intention were not found.
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    When do customer orientation and innovation capabilities matter? An investigation of contextual impacts
    ( 2020) Racela, Olimpia C. ; Amonrat Thoumrungroje
    Grounded on resource-advantage (R-A) theory, the purpose of this paper is to investigate how customer orientation, as a higher-order or interconnected operant resource, enhances firm performance through creativity capability (i.e. idea generation and problem solving) and innovation capability (i.e. the implementation of creative ideas) – among firms of different sizes and within different market contexts. The authors conceptualize customer orientation as a firm’s capacity to create and deliver superior customer value through the processing of market intelligence, as demonstrated by the firm’s composite operant resources of market-sensing, customer-relating and customer-response capabilities.