L'impact de l'orientation client sur la performance des entreprises françaises: étude empirique des effets directs et modérateurs

Sanja Pekovic and Sylvie Rolland
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Sanja Pekovic: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique
Sylvie Rolland: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique

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Abstract: Is customer orientation a driver of better firm performance? To answer this question, we examine the impact of customer orientation on the business performance of more than 7,500 French firms. Our findings show that customer orientation significantly improves business performance, as measured by the logarithm of the profit per employee and the logarithm of EBITDA (earnings before interest, taxes and depreciation) per employee. Additionally, there is an indirect impact that varies according to the market environment. The findings imply that the positive influence of customer orientation on firm profitability per employee and EBITDA per employee increases in growing, highly competitive and uncertain markets.

Keywords: performance des entreprises; Environnement de marché; Orientation marché; orientation client (search for similar items in EconPapers)
Date: 2012
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Published in Recherche et Applications en Marketing (French Edition), 2012, 27 (4), pp.11-38

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01637856

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