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A Path Model of Innovative Customer Orientation and Company Performance with the Moderating Influence of Company Training

Author

Listed:
  • Ayse Gönül Demirel

    (Department of Business Administration, Yeditepe University, 34755, Ýstanbul, Turkey,)

  • Neslihan Yayla

    (MBA Graduate, Institute of Social Sciences, Yeditepe University, 34755, Istanbul, Turkey)

Abstract

This study used a sample of salespeople at various companies to substantiate a path model of innovativeness, customer orientation, and performance; thus, it offers a multi-disciplinary framework. Results indicated a moderating influence of company training programs on the relationship between customer orientation and performance, which can have several implications for human resource managers and sales contact employees. Two features, testing the influence of training activities and measuring customer orientation from the employees’ perceptions, distinguish this study from previous studies.

Suggested Citation

  • Ayse Gönül Demirel & Neslihan Yayla, 2022. "A Path Model of Innovative Customer Orientation and Company Performance with the Moderating Influence of Company Training," International Review of Management and Marketing, Econjournals, vol. 12(1), pages 1-10.
    • Handle: RePEc:eco:journ3:2022-01-1
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    References listed on IDEAS

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    1. Alan Barrett & Philip J. O'Connell, 2001. "Does Training Generally Work? The Returns to in-Company Training," ILR Review, Cornell University, ILR School, vol. 54(3), pages 647-662, April.
    2. Marco Ceccagnoli, 2009. "Appropriability, preemption, and firm performance," Strategic Management Journal, Wiley Blackwell, vol. 30(1), pages 81-98, January.
    3. Conduit, Jodie & Mavondo, Felix T., 2001. "How critical is internal customer orientation to market orientation?1," Journal of Business Research, Elsevier, vol. 51(1), pages 11-24, January.
    4. Black, Sandra E & Lynch, Lisa M, 1996. "Human-Capital Investments and Productivity," American Economic Review, American Economic Association, vol. 86(2), pages 263-267, May.
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    Cited by:

    1. Jorge Bullemore, 2024. "Unveiling the Shadow: Theorizing the Impact of Narcissistic Leadership on Sales Teams," International Review of Management and Marketing, Econjournals, vol. 14(3), pages 1-4, May.

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    More about this item

    Keywords

    Path Model; Customer Orientation; Training; Innovativeness;
    All these keywords.

    JEL classification:

    • M1 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration
    • M19 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Other
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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