This study investigates the effects of strategic orientation on customer orientation. The importance of the research is depending on that customer orientation not only changes the strategy processes; it also establishes an institutional understanding of the structural and cultural conditions under which the strategic focus. Cross-sectional survey data (n=105) were obtained from top managers of each service firm and analyzed with structural equation modeling technique. The results showed that strategic orientation is a strong antecedent for customer orientation. Additionally, a proactive strategy is higher positively related to customer orientation than future, and defensive strategies. Prescriptions for theory development and practitioners are highlighted.
Arun, K., & Yildirim Ozmutlu, S. (2021). Strategic orientation of service enterprises towards customers. In C. Cobanoglu, & V. Della Corte (Eds.), Advances in global services and retail management (pp. 1–11). USF M3 Publishing. https://www.doi.org/10.5038/9781955833035
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