IDEAS home Printed from https://ideas.repec.org/a/sae/sagope/v12y2022i4p21582440221141860.html
   My bibliography  Save this article

Customer-Defined Market Orientation, Brand Image and Customer Satisfaction: A Mediation Approach

Author

Listed:
  • Mustafa Rehman Khan
  • Naveed R. Khan
  • V V Ravi Kumar
  • Vimal Kamleshkumar Bhatt
  • Falak Malik

Abstract

Over the past two decades, marketing literature has classified market orientation’s nature, antecedents, and consequences as intra-organizational phenomena. Most studies focus on market orientation at the organizational level, concentrating on managers’ views of their companies. Another school of thought contends that customer perception of company offerings is critical. This research provides empirical data on the effect of a customer-defined market orientation on consumer satisfaction, with brand image functioning as a mediator. The study focused on South Asian ethnic restaurants in Malaysia. Data was collected from 301 respondents and analyzed using the PLS-SEM technique. Results reveal that customer-defined market orientation has a positive impact on consumer satisfaction. Furthermore, brand image mediated the link between customer-defined market orientation and customer satisfaction to a lesser extent. Finally, researchers addressed managerial implications, limitations, and future directions.

Suggested Citation

  • Mustafa Rehman Khan & Naveed R. Khan & V V Ravi Kumar & Vimal Kamleshkumar Bhatt & Falak Malik, 2022. "Customer-Defined Market Orientation, Brand Image and Customer Satisfaction: A Mediation Approach," SAGE Open, , vol. 12(4), pages 21582440221, December.
    • Handle: RePEc:sae:sagope:v:12:y:2022:i:4:p:21582440221141860
    DOI: 10.1177/21582440221141860
    as

    Download full text from publisher

    File URL: https://journals.sagepub.com/doi/10.1177/21582440221141860
    Download Restriction: no
    File URL: https://libkey.io/10.1177/21582440221141860?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Webb, Dave & Webster, Cynthia & Krepapa, Areti, 2000. "An Exploration of The Meaning and Outcomes of a Customer-Defined Market Orientation," Journal of Business Research, Elsevier, vol. 48(2), pages 101-112, May.
    2. Kevin Zheng Zhou & Julie Juan Li & Nan Zhou & Chenting Su, 2008. "Market orientation, job satisfaction, product quality, and firm performance: evidence from China," Strategic Management Journal, Wiley Blackwell, vol. 29(9), pages 985-1000, September.
    3. Muhammad Adam & Mirza Tabrani, 2016. "The Impact of Market Orientation, Brand Image and Internal Marketing on Brand Orientation and Strengthening Br," Proceedings of International Academic Conferences 4106682, International Institute of Social and Economic Sciences.
    4. Armstrong, J. Scott & Overton, Terry S., 1977. "Estimating Nonresponse Bias in Mail Surveys," MPRA Paper 81694, University Library of Munich, Germany.
    5. Rybaczewska, Maria & Sparks, Leigh & Sułkowski, Šukasz, 2020. "Consumers’ purchase decisions and employer image," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    6. Ni Made Wahyuni, 2020. "An Integrative Model of Market Orientation on Innovation Performance," GATR Journals jmmr239, Global Academy of Training and Research (GATR) Enterprise.
    7. Urde, Mats & Baumgarth, Carsten & Merrilees, Bill, 2013. "Brand orientation and market orientation — From alternatives to synergy," Journal of Business Research, Elsevier, vol. 66(1), pages 13-20.
    8. Najafi-Tavani, Saeed & Sharifi, Hossein & Najafi-Tavani, Zhaleh, 2016. "Market orientation, marketing capability, and new product performance: The moderating role of absorptive capacity," Journal of Business Research, Elsevier, vol. 69(11), pages 5059-5064.
    9. Dash, Ganesh & Kiefer, Kip & Paul, Justin, 2021. "Marketing-to-Millennials: Marketing 4.0, customer satisfaction and purchase intention," Journal of Business Research, Elsevier, vol. 122(C), pages 608-620.
    10. repec:igg:jkm000:v:17:y:2021:i:2:p:130-154 is not listed on IDEAS
    11. Mustafa Rehman Khan & Haseeb Ur Rehman Khan & Chen Kim Lim & Kian Lam Tan & Minhaz Farid Ahmed, 2021. "Sustainable Tourism Policy, Destination Management and Sustainable Tourism Development: A Moderated-Mediation Model," Sustainability, MDPI, vol. 13(21), pages 1-22, November.
    12. John Hulland, 1999. "Use of partial least squares (PLS) in strategic management research: a review of four recent studies," Strategic Management Journal, Wiley Blackwell, vol. 20(2), pages 195-204, February.
    13. Robert W. Ruekert & Orville C. Walker, 1987. "Interactions between marketing and R&D departments in implementing different business strategies," Strategic Management Journal, Wiley Blackwell, vol. 8(3), pages 233-248, May.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Kusi, Samuel Yaw & Gabrielsson, Peter & Baumgarth, Carsten, 2022. "How classical and entrepreneurial brand management increases the performance of internationalising SMEs?," Journal of World Business, Elsevier, vol. 57(5).
    2. María Leticia Santos-Vijande & José Ángel López-Sánchez & John Rudd, 2016. "Frontline employees’ collaboration in industrial service innovation: routes of co-creation’s effects on new service performance," Journal of the Academy of Marketing Science, Springer, vol. 44(3), pages 350-375, May.
    3. Han, Jeong Hugh, 2023. "Does ‘born digital’ mean ‘being global’ in characterizing millennial consumers in a less developed country context? – An empirical study in Myanmar," Technological Forecasting and Social Change, Elsevier, vol. 195(C).
    4. Peters, Matt D. & Wieder, Bernhard & Sutton, Steve G. & Wakefield, James, 2016. "Business intelligence systems use in performance measurement capabilities: Implications for enhanced competitive advantage," International Journal of Accounting Information Systems, Elsevier, vol. 21(C), pages 1-17.
    5. Jodie Kleinschafer & Mark Morrison & David Dowell, 2018. "The importance of the service encounter in influencing identity salience and volunteering behavior in the cultural sector," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 15(4), pages 455-474, December.
    6. Mennens, Kars & van Gils, Anita & Odekerken - Schröder, Gaby & Letterie, Wilko, 2016. "Exploring Antecedents of Service Innovation Excellence in Manufacturing SMEs," Research Memorandum 025, Maastricht University, Graduate School of Business and Economics (GSBE).
    7. John Hulland & Hans Baumgartner & Keith Marion Smith, 2018. "Marketing survey research best practices: evidence and recommendations from a review of JAMS articles," Journal of the Academy of Marketing Science, Springer, vol. 46(1), pages 92-108, January.
    8. Hao Zhang & Jie He & Xiaomeng Shi & Qiong Hong & Jie Bao & Shuqi Xue, 2020. "Technology Characteristics, Stakeholder Pressure, Social Influence, and Green Innovation: Empirical Evidence from Chinese Express Companies," Sustainability, MDPI, vol. 12(7), pages 1-19, April.
    9. Nathaniel Boso & Paige S Carter & Jonathan Annan, 2016. "When is brand orientation a useful strategic posture?," Journal of Brand Management, Palgrave Macmillan, vol. 23(4), pages 363-382, July.
    10. Bhattarai, Charan Raj & Kwong, Caleb C.Y. & Tasavori, Misagh, 2019. "Market orientation, market disruptiveness capability and social enterprise performance: An empirical study from the United Kingdom," Journal of Business Research, Elsevier, vol. 96(C), pages 47-60.
    11. Chen, Yen-Chun & Lin, Ya-Hui & Li, Po-Chien & Chen, Chung-Jen, 2022. "Understanding the interplay between competitor and alliance orientations in product innovativeness: An integrative framework," Technological Forecasting and Social Change, Elsevier, vol. 175(C).
    12. Matzler, Kurt & Mueller, Julia, 2011. "Antecedents of knowledge sharing - Examining the influence of learning and performance orientation," Journal of Economic Psychology, Elsevier, vol. 32(3), pages 317-329, June.
    13. Costa, Cláudia & Lages, Luis Filipe & Hortinha, Paula, 2015. "The bright and dark side of CSR in export markets: Its impact on innovation and performance," International Business Review, Elsevier, vol. 24(5), pages 749-757.
    14. Karin Tollin & Lars Bech Christensen, 2019. "Sustainability Marketing Commitment: Empirical Insights About Its Drivers at the Corporate and Functional Level of Marketing," Journal of Business Ethics, Springer, vol. 156(4), pages 1165-1185, June.
    15. Wu, Jen-Her & Kao, Hao-Yun & Sambamurthy, Vallabh, 2016. "The integration effort and E-health compatibility effect and the mediating role of E-health synergy on hospital performance," International Journal of Information Management, Elsevier, vol. 36(6), pages 1288-1300.
    16. Alexander Leischnig & Anja Geigenmüller, 2020. "Examining alliance management capabilities in university-industry collaboration," The Journal of Technology Transfer, Springer, vol. 45(1), pages 9-30, February.
    17. Grote, Markus & Herstatt, Cornelius & Gemünden, Hans-Georg, 2012. "Cross-divisional innovation in large, multi-divisional firms: Economic relevance and managerial actions," Working Papers 66, Hamburg University of Technology (TUHH), Institute for Technology and Innovation Management.
    18. Ismael Barros-Contreras & Héctor Pérez-Fernández & Natalia Martín-Cruz & Juan Hernangómez B., 2023. "Can we make family social capital flourish? The moderating role of generational involvement," Journal of Family and Economic Issues, Springer, vol. 44(3), pages 655-673, September.
    19. Jörg Freiling & Christoph Lütke Schelhowe, 2014. "The Impact of Entrepreneurial Orientation on the Performance and Speed of Internationalization," Journal of Entrepreneurship, Management and Innovation, Fundacja Upowszechniająca Wiedzę i Naukę "Cognitione", vol. 10(4), pages 169-199.
    20. Chao Hung Wang, 2020. "An environmental perspective extends market orientation: Green innovation sustainability," Business Strategy and the Environment, Wiley Blackwell, vol. 29(8), pages 3123-3134, December.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sae:sagope:v:12:y:2022:i:4:p:21582440221141860. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: SAGE Publications (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.