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Listening in and out: Listening to customers and employees to strengthen an integrated market-oriented system

Author

Listed:
  • Reed, Kendra
  • Goolsby, Jerry R.
  • Johnston, Michelle K.

Abstract

While volumes of research have been dedicated to listening to customers as part of a market-oriented strategy, very little attention has been given to the mechanisms that disseminate the information internally to the employees who need it to meet and exceed customer requirements. A multidisciplinary exploratory study was initiated to investigate how an organization's listening environment facilitates both organizational and employee outcomes. Building on theory from marketing, management, and communications, the impact employee beliefs about the organization's listening environment was shown to relate to both the external market orientation and the individual's performance and commitment to the organization. Focusing on a small number of representative variable in lexicon theoretical linkages, a structural equation model was tested utilizing managerial data across a wide range of management levels of a major retail organization, as a preliminary foray into a potential multiple disciplinary research program.

Suggested Citation

  • Reed, Kendra & Goolsby, Jerry R. & Johnston, Michelle K., 2016. "Listening in and out: Listening to customers and employees to strengthen an integrated market-oriented system," Journal of Business Research, Elsevier, vol. 69(9), pages 3591-3599.
    • Handle: RePEc:eee:jbrese:v:69:y:2016:i:9:p:3591-3599
    DOI: 10.1016/j.jbusres.2016.01.002
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    References listed on IDEAS

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    Cited by:

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    2. Porcu, Lucia & del Barrio-García, Salvador & Kitchen, Philip J. & Tourky, Marwa, 2020. "The antecedent role of a collaborative vs. a controlling corporate culture on firm-wide integrated marketing communication and brand performance," Journal of Business Research, Elsevier, vol. 119(C), pages 435-443.
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    4. Itani, Omar S. & Goad, Emily A. & Jaramillo, Fernando, 2019. "Building customer relationships while achieving sales performance results: Is listening the holy grail of sales?," Journal of Business Research, Elsevier, vol. 102(C), pages 120-130.

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