Abstract
This study was conducted to propose dan test a conceptual model for solving a research gap on the influence of customer orientation on marketing performance through a strategic bridge variable, service innovation capability, and consumer-centric strategy. We adopt the service-dominant logic as a basis for solving the research gap for its coverage on the value and service value innovation for attracting customers and as a stepping-stone for enhancing marketing performance. Data were collected from 145 service enterprises in Pontianak, West Kalimantan, Indonesia, as our samples for testing the proposed research model, using the software of AMOS-structural equation modeling. The main finding of this study is a strategic path for enhancing marketing performance through customer orientation and the capability for service value-creating.
Highlights
A study on customer orientation is still attracting marketing and management scholars in demonstrating the power of customer orientation in leveraging performance
Customer orientation is an input in the selling activities, indicated by among others, taking care of customers, feeling that every customer problem is essential to the company, giving individual attention to each customer (Choi et al, 2014, p. 278)
Customer orientation could be seen as an activity for trying to figure out what a customer’s needs are, having the customer’s best interest in mind, helping to solve customer’s problem, finding out what kind of products/services will be most helpful to a customer (Terho et al, 2015, pp. 19–20)
Summary
A study on customer orientation is still attracting marketing and management scholars in demonstrating the power of customer orientation in leveraging performance. Considering the problem on the inconsistent findings of the influence of customer oriention to marketing performance, the current study is an attempt to elucidate the possible process of transforming customer orientation to performance. The purpose of this study is to propose a conceptual model on the process of bridging customer orientation and marketing performance by inserting several SDL-related concepts of service innovation capability, Customercentric strategy. The conceptual model was tested in the service industry, including banks, hotels, and tours and travel companies, insurance companies, and universities in West Kalimantan, Indonesia
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