Service Brand Orientation and Firm Performance: The Moderating Effects of Relationship Marketing Orientation and Customer Orientation

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

3 Citations (Scopus)

Abstract

This paper examines and empirically tests the relationship between service brand orientation (SBO) and firm performance and whether this relationship is influenced by relationship marketing orientation (RMO) as well as customer orientation (CO). Using a moderated hierarchical regression analysis, the empirical part of the study employs data from 584 service firms from an emerging market setting to test the hypotheses. The research results indicate that (1) service brand orientation is a multidimensional construct and has a direct, positive relationship with firm performance at an aggregated level; (2) the core tenets of the three orientations—an emphasis on reciprocal firm-customer relationships—make them suitable complementarities that generate ameliorating effects on firm performance; and (3) the effect of the SBO × RMO interaction statistically edges that of the SBO × CO interaction in significance from the current study.

Original languageEnglish
Title of host publicationDevelopments in Marketing Science
Subtitle of host publicationProceedings of the Academy of Marketing Science
PublisherSpringer Nature
Pages233-250
Number of pages18
DOIs
Publication statusPublished - 2019

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)2363-6165
ISSN (Electronic)2363-6173

Keywords

  • Complementarity
  • Customer orientation
  • Firm performance
  • Relationship marketing orientation
  • Service brand orientation

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