Achieving customer satisfaction via market orientation, brand orientation, and customer empowerment: evidence from Australia

Title: Achieving customer satisfaction via market orientation, brand orientation, and customer empowerment: evidence from Australia
Creator: O'Cass, Aron; Ngo, Liem
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
Publisher: Australian and New Zealand Marketing Academy (ANZMAC)
Resource Type: conference paper
Date: 2009
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.
Subject: branding; brand orientation; market orientation; customer empowerment
Identifier: http://hdl.handle.net/1959.13/920368
Identifier: uon:9137
Identifier: ISBN:1863081585
Language: eng
Full Text
Reviewed

		Thumbnail	File	Description	Size	Format
View Details Download			ATTACHMENT01	Publisher version (open access)	125 KB	Adobe Acrobat PDF	View Details Download