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  • Posted By: chan4550
  • Date Posted: 07/10/2011
  • Category: Business
  • Words: 8311
  • Pages: 34
  • Views: 819
  • Rank: 763

Customer Relationship Orientation

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Customer Relationship Orientation

ABSTRACT


Market Orientation continues to evolve and this paper re-visits the concept. Using 20 cases across two countries and many industries, this paper finds that market orientation (MO) is actually a measure of the organizations ability to maintain, develop and build a relationship with its customer base. A surprising finding is that MO actually depends on the emphasis an organization gives to its past, present and future customer bases. Organizations that fail to reap the benefits of MO do so because they have not embraced MO at the right level. This paper encourages practitioners to identify those factors that contribute to the development of a customer relationship orientation to fully experience the benefits of adopting a market orientation. The paper presents several simplified frameworks that contribute to the overall theoretical body of knowledge and practice.


INTRODUCTION


The purpose of this paper is to explore the concept of market orientation (MO) and look at it from the current perspective of customer relationship management (CRM). MO is a quintessential concept where there is unanimous agreement on its importance and its benefits by academicians. It increases adaptability, performance and profits, and creates a learning organization; however the fact is that organizations are not falling over themselves to embrace the concept. The reasons are many:


• the MO concept and other related topics are yet to be universally defined; Market orientation, market concept, marketing concept, customer focus, customer orientation and relationship orientation have all been used to describe the same or similar concepts, bringing to review, not only diversity of views but confusion also.


• the subject has interdisciplinary overtones leading to individual author’s subjective interpretations.


• little agreement on principles of the concept, antecedents and consequences, and lack of consensus on individual findings (Lafferty and Hult, 2001; Harris, 2000) add to the ...

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