Please use this identifier to cite or link to this item: http://hdl.handle.net/1959.13/920368

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Title
Achieving customer satisfaction via market orientation, brand orientation, and customer empowerment: evidence from Australia
Author/Creator
O'Cass, Aron;  Ngo, Liem
Institution
The University of Newcastle. Faculty of Business & Law, Newcastle Business School
Description
The strategic importance of effective branding and customer management has been the focus of much recent research in marketing. This study posits that the ultimate pursuit of market orientation requires brand focused and customer empowerment practices, which enhance customer satisfaction. The results of a survey of 524 firms in Australia show that brand orientation and customer empowerment mediate the effect of market orientation on customer satisfaction. Moreover, brand orientation enhances customer satisfaction indirectly via customer empowerment.
Relation
Australian and New Zealand Marketing Academy Conference 2009 (ANZMAC 2009). Proceedings of the Australian and New Zealand Marketing Academy Conference 2009 (Melbourne 30 November - 2 December, 2009)
Relation
http://www.duplication.net.au/ANZMAC09/Menu.html
Date
2009
Publisher
Australian and New Zealand Marketing Academy (ANZMAC)
Keyword(s)
branding;  brand orientation;  market orientation;  customer empowerment
Resource Type
conference paper
Identifier
http://hdl.handle.net/1959.13/920368
Identifier
ISBN:1863081585
Reviewed
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Subject
"Achieving customer satisfaction via market orientation, brand orientation, and customer empowerment: evidence from Australia"
 
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