Employee Customer Equity Orientation: An Empirical Analysis of its Determinants and Consequences

Hadwich,, Munk,, Braun, and Bothe,

Die Unternehmung - Swiss Journal of Business Research and Practice, 2017, vol. 71, issue 1, 3-29

Abstract: This paper aims to explore the promoting factors for successfully implementing the strategy of customer equity orientation. In order to gain information on important organizational determinants, a broad literature review was performed and in-depth interviews with managers were conducted. To validate and verify these results, a large quantitative study has been carried out. Thereby, a scale that measures employee customer equity orientation was developed. The results in the structural equation model show that the identified organizational influence factors essentially determine employees’ customer equity orientation and the successful implementation of this strategy. Hence, in contrast to previous research, this study empirically provides an extensive analysis of organizational factors that foster employee’s customer equity orientation. Based on these results, guidelines for successfully implementing employee customer equity orientation are provided.

Date: 2017
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DOI: 10.5771/0042-059X-2017-1-3

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Die Unternehmung - Swiss Journal of Business Research and Practice is currently edited by Prof. Dr. Artur Baldauf, Universität Bern, Prof. Dr. Manfred Bruhn, Universität Basel, Prof. Dr. Pascal Gantenbein, Universität Basel (geschäftsführend), Prof. Dr. Markus Gmür, Universität Fribourg, Prof. Dr. Klaus Möller, Universität St. Gallen, Prof. Dr. Günter Müller-Stewens, Universität St. Gallen, Prof. Dr. Dr. h.c. Margit Osterloh, Universität Zürich, Prof. Dr. Dieter Pfaff, Universität Zürich and Prof. Dr. Martin Wallmeier, Universität Fribourg

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