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

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.

Analyzing the impact of TQM, service quality, and market orientation on customer satisfaction in state-owned banks Indonesia

“…Market orientation includes the tendency of companies to gain excellence by meeting consumer needs and desires (Pramesti & Giantari, 2016). Market orientation can create the necessary behaviors to create more buyer value and provide good organizational performance, especially in a competitive environment (M. R. Khan et al, 2022;Narver & Slater, 1990;Saraswati, 2021). The three indicators of market orientation are: (1) Customer orientation, encompassing all efforts to comprehend customer needs and preferences to facilitate the creation of satisfying products and services, (2) Competitor orientation, involving awareness of competitors' immediate strengths and weaknesses or long-term capabilities, along with the capacity to respond with appropriate corporate strategies, and (3) Coordination between functions is employed within companies to facilitate information sharing between departments (Narver & Slater, 1990;Saraswati, 2021).…”

Study on the Perceived Brand Image of Nongfu Spring based on UGC Data

“…Nowadays, many companies have a deeper understanding of the value of brand image, but it is mainly limited to market brand research, interacting through the internet or other means of communication, enhancing their own products or increasing their promotional avenues to make their brand memorable [5]. For a company, there is really nothing wrong with this, but in today's society, the range of goods has become very rich and consumers have more choices.…”