CUSTOMER VALUE ORIENTATION AND ORGANIZATIONAL PERFORMANCE: AN EXPLANATORY MODEL PROPOSAL, ORIENTACION AL VALOR DEL CLIENTE Y EL DESEMPENO ORGANIZACIONAL: PROPUESTA DE UN MODELO EXPLICATIVO

Leslier Valenzuela and Francisco Villegas

Revista Internacional Administracion & Finanzas, 2013, vol. 6, issue 7, 1-25

Abstract: Having market-oriented management for the success of businesses is essential. Businesses are immersed in a globalized and highly competitive environment. Many companies are leading the market (customers, prospects, competitors, suppliers, etc) locally and globally, to obtain and analyze information and to generate knowledge to respond with creative solutions. The objective is to capitalize and retain relationships with its interested groups, especially customers. This research designs a model consisting of a series of reliable constructs validated in previous studies (Customer Value Orientation (CVO), Market- Oriented Organizational Culture (MOOC) Brand Value (BV) and Business Ethics (BE) to explain how they could influence organizational performance (OP). The hypotheses were tested with the responses of 327 executives with medium and high positions in different business sectors in Chile. Exploratory analyzes validates the constructs and confirmatory analyzes indicate that the variables and sub-models are significant. The study revealed that these variables would influence the organizational performance.

Keywords: Market Orientation; Customer Value Orientation; Brand Equity; Business Ethics and Organizational Performance (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2013
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