La question de la mise en œuvre du marketing est une question centrale du champ du marketing, et c'est l'objet du concept d'orientation marché qui permet de caractériser la culture marketing d'une organisation, et mesurer son impact sur la performance. De nombreux travaux de recherche ont permis d'identifier les manifestations comportementales et culturelles de ce concept, mettant ainsi en évidence la co existence de plusieurs dimensions, définies comme des sous orientations tournées vers des acteurs centraux du marché (consommateurs, concurrents, distributeurs, prescripteurs), et d'autres intervenants de l'environnement de l'entreprise (parties prenantes). L'impact de l'orientation marché sur la performance de l'entreprise a également été largement étudié. Une dimension managériale étant souhaitée dans le construit d'orientation marché, un rôle central a été attribué à la coordination inter fonctionnelle, définie comme l'utilisation coordonnées des ressources de l'entreprise pour créer de la valeur ajoutée au client cible. La relation au marché n'est ainsi pas réservée au seul département marketing, et une bonne coordination au sein de l'organisation peut permettre une efficacité marketing collective. Il s'avère ainsi possible, et pertinent, de déterminer le degré d'orientation marché d'une organisation en identifiant les acteurs du marché qu'elle intègre dans sa vision stratégique et la coordination éventuellement mise en place en interne, et mesurer les effets de ce comportement organisationnel sur la performance. La montagne française est confrontée, depuis quelques années, à un problème clé, celle d'une fréquentation générale en baisse et surtout déséquilibrée entre l'hiver et l'été. Les stations de montagne, par l'intermédiaire des Offices de tourisme, réagissent, en utilisant les leviers marketing opérationnels qu'elles ont à leur disposition, à savoir la communication, la promotion, les offres groupées. Il semble par conséquent pertinent, sur un plan managérial, de chercher à comprendre comment les stations de montagne abordent la fonction marketing, comment elles la mettent en œuvre en hiver et en été, et en quoi cela influence ou pas la performance de la station, c'est-à-dire la fréquentation. La question de la mise en œuvre du marketing, au sein d'un territoire, peut par conséquent être légitimement posée, surtout dans le contexte particulier d'un territoire confronté à des enjeux économiques, telle qu'une station de montagne. L'objectif de la thèse est donc d'appliquer, et d'adapter, le concept d'orientation marché au contexte particulier des stations de montagne, et de voir quel impact peut avoir la culture marketing de son acteur central, à savoir l'Office de tourisme, sur la performance de la station, et ce en hiver et en été. Ce terrain d'application offre ainsi l'opportunité d'observer les effets de l'orientation marché sur les niveaux de performances dans le cadre d'une activité saisonnière. Notre objet de recherche est par conséquent la mise en évidence des composantes de l'orientation marché d'un acteur territorial qui coordonne une offre composite, l'Office de tourisme, la caractérisation des dimensions de la culture marketing de cet acteur et la vérification de l'applicabilité du concept d'orientation marché. Ce travail de recherche permet de répondre à l'interrogation suivante : le concept d'orientation marché est-il applicable à tout type d'organisation ? Il permet également d'enrichir la définition du concept d'orientation marché en explorant une dimension supplémentaire, l'orientation parties prenantes. / The implementation of the marketing concept is a central issue of the marketing field, and this is the purpose of the market orientation concept that characterizes the marketing culture of an organization, and measures its impact on performance. Many research studies have identified behavioral and cultural events of this concept, thus highlighting the co existence of multiple dimensions, defined as sub-facing orientations of the central market participants (consumers, competitors, distributors, specifiers ), and other corporate environmental stakeholders (stakeholders). The impact of market orientation on business performance has also been extensively studied. A managerial dimension being constructed in the desired market orientation, a central role was attributed to the interfunctional coordination, defined as the coordinated actions of company resources to create value added to the target client. The relationship to the market is thus not solely reserved for the marketing department, and coordination within the organization may allow a collective marketing effectiveness. It appears possible, and appropriate, to determine the degree of orientation of a market organization by identifying market players that fits into its strategic vision, and measure the effects this organizational behavior on performance. The French mountain faces, in recent years, a key issue, that of a general decline in attendance and especially unbalanced between winter and summer. The ski resorts, through the Tourism Offices, react, using operational marketing levers they have at their disposal, namely communication, promotion, bundling. It seems therefore appropriate, on a managerial level, to try to understand how the mountain resorts tackle the marketing function, how they implement it in winter and summer, and how that influence or not the performance of the station, that is to say, in attendance. The issue of implementation of marketing, in a territory can therefore legitimately be asked, especially in the particular context of a country facing economic challenges, such as a mountain resort. The aim of the thesis is to apply and adapt the concept of market orientation to the particular context of mountain resorts, and see what impact can the marketing culture of its central actor, namely tourist office on the performance of the station, in winter and summer. This application field offers the opportunity to observe the effects of market orientation on performance levels in the context of a seasonal activity. Our research object is therefore the identification of the components of market orientation of a territorial actor who coordinates a composite supply, the Tourist Office, and verification of the applicability of the market orientation concept. This research helps answer the following question: is the concept of market orientation applicable to any type of organization? It also enriches the definition of market orientation concept by exploring a new dimension, stakeholders orientation.

This thesis is focused on marketing research, concretely customer satisfaction. The aim of thesis is analysis of a given company, especially of customer needs and expectations, and analysis of customer satisfaction with offered products and services. In theoretical part there is defined the basis of marketing strategy based on customer orientation, especially customer satisfaction, methods and importance of customer satisfaction control and CRM process. Practical part is focused on research and includes the recommendations for company.

As firms intend on entering low-income markets as a result of stagnation in developed economies, they face numerous organisational barriers within their firms and external that hinder entry and ensure continued success in these markets. In order to successfully serve these BoP consumers in emerging markets, new innovative business models are required; however there are entities that are currently serving the BoP successfully – these are Small and Medium Enterprises.The purpose of this study was to deepen our understanding of why small and medium sized businesses have been successful in low-income markets through an understanding of their business models and their competitive advantages over MNCs.The objective of this report, hence, was to explore the business models for firms that are currently serving the BoP successfully and what their competitive advantages are as compared to their MNC counterparts within the South African context. Using the grounded theory approach of building theory from data that offers a new perspective on the BoP for MNCs a framework resulted and was theorized from the data from interviews with owners of SMEs in the FMCG manufacturing domain. The BoP Blueprint is a framework that describes elements of business models of SMEs in the context of SME Fundamentals – basic business fundamentals and the Customer Core – focus on the customer. Eleven in-depth interviews were conducted with owners from 11 different companies to test the research questions that were derived from the literature.As a result of the grounded theory, no unique or innovative business models were discovered that made these SMEs successful contrary to the literature and the essence of the findings is that MNCs need to focus on fundamental business practises with the customer as the centre of their decisions when entering BoP markets. / Dissertation (MBA)--University of Pretoria, 2012. / Gordon Institute of Business Science (GIBS) / unrestricted

Bisweilen hört man von Marktforschern vielerlei Probleme bei der Akzeptanz und Umsetzung von Marktforschungsbefunden. So wird beispielsweise beklagt, dass der Auftraggeber die Aufgabenstellung nicht deutlich zu machen vermag, dass zu deutlich signalisiert wird, welche Befunde erwartet werden, dass eine Studie längst schon vorgefasste Meinungen nur noch bestätigen soll, dass eine Studie in unternehmensinternen Grabenkämpfen untergehen oder das schließlich interessante Befunde ohne Konsequenzen bleiben. Die Problemfelder, die an der Schnittstelle zwischen Marketingmanager und Marktforscher auftreten, als Akzeptanz- und Umsetzungsprobleme von Marktforschungsbefunden zu beschreiben ist jedoch eine u. U. einseitige und verkürzte Sichtweise.

Purpose – The purpose of this paper is to investigate the mediating role of person-job (P-J) fit on the impact of organizational resources (training and service technology), and a personal resource (customer orientation) on frontline bank employees’ job performance and turnover intentions. Design/methodology/approach – A large-scale survey of 530 frontline employees of a national bank in New Zealand serves as the study setting. Findings – Among others, results show that P-J fit fully mediates the impact of training on turnover intentions and job performance. Research limitations/implications – The cross-sectional nature of the study does not allow causal inferences. Therefore, future studies should adopt longitudinal designs. Practical implications – Management should be careful in planning and providing organizational resources to frontline employees to enhance their perception of P-J fit. Also investing in the recruitment and selection of customer-oriented frontline employees would be a prudent course of action. Originality/value – Empirical research in the banking services literature pertaining to the mediating role of P-J fit is scarce. There is also a lack of research regarding the interaction between personal and organizational resources resulting in complementary or supplementary effects on frontline employees’ fit perceptions. This study fills in the void in both areas.

This study examines the role of service worker customer orientation (CO) as a buffer against the detrimental effects of job burnout on job performance and turnover intentions. Data collected from frontline bank employees serve as the study setting. The tenets of the attribution theory are used in developing the study hypotheses. Results show that CO moderates the detrimental effects of job burnout on both job performance and turnover intentions, where the effects of job burnout on both outcomes are weaker for frontline employees with higher CO. Hiring employees high on CO for frontline positions should pay dividends in managing burnout and its negative consequences on job performance and turnover intentions.

This study examines the effects of customer orientation and servant leadership on frontline employees' burnout and, subsequently, on their turnover intentions. Also investigated in the study is the intervening role of person-job fit in the process. Data collected from 530 frontline bank employees in New Zealand serve as the study setting. Results show that both customer orientation and servant leadership significantly reduce burnout and ultimately turnover intentions. Results also show that person-job fit mediates the influences of customer orientation and servant leadership on burnout and turnover intentions. Implications of the results are discussed and future research avenues are offered.

In this study, a model examining the effects of customer orientation and job resources (supervisory support, training, empowerment, and rewards) on frontline employees' job satisfaction, affective organizational commitment, and turnover intentions is developed and tested. Data collected via self-administered questionnaires from a sample of 723 frontline hotel employees in Turkey serve as the study setting. Results show that customer orientation and job resources enhance frontline employees' job satisfaction and affective organizational commitment, and diminish their turnover intentions. Also, job satisfaction has a significant positive impact on affective organizational commitment and a negative effect on turnover intentions. Implications of the results are discussed and future research avenues are offered.

Applying self-determination and conservation of resources theories, our study investigates the additive and interactive effects of management commitment to service quality, customer orientation, and hindrance and challenge stress in the employee engagement process. The role of employee engagement as a central intervening variable that transmits the effects of job resources and demands is critically evaluated. The current work assessed the aforesaid relationships based on data gathered from a time-lagged sample of frontline hotel employees and their direct supervisors using robust maximum likelihood estimation in MPlus 7.4. The findings reveal that management commitment to service quality and customer orientation exert significant impacts on job performance and turnover intentions through employee engagement and hindrance stress. The interaction between management commitment to service quality and customer orientation mitigates both challenge and hindrance stress. Our study provides discussions for theoretical and practical implications.

Purpose: Using the basic framework of the service profit chain, this study aims to develop an integrated model that explains the relationships among role overload (RO), customer orientation (CO), service interaction quality (IQ), customer satisfaction (CS) and sales performance. Design/methodology/approach: A large-scale survey of 872 customers and 530 frontline employees across 50 branches of a major retail bank in New Zealand serves as the study setting. Findings: The results indicate that RO has a significant negative effect on IQ. Nevertheless, CO mitigates the negative outcome of RO on IQ. IQ fully mediates the relationship between RO and CS. Additionally, the effect of IQ on branch sales is fully mediated by CS. Research limitations/implications: The cross-sectional nature of the current survey does not permit causal inferences. Thus, future studies should adopt longitudinal designs. Also, future studies should explore the roles of other variables (e.g. job crafting, work-related self-efficacy) as possible moderators. Practical implications: Results suggest that service managers should create a balance between the role requirements and organizational resources to mitigate the adverse effects of employee RO. To enhance IQ and CS, bank managers should coach employees about work overload and train them in CO while prioritizing the tasks. Originality/value: Empirical research pertaining to employee–customer interaction through a nested framework accommodating data from customers, employees and firm performance is scarce. This study fills in the void.