The purpose of this article is to provide an understanding of the methodology of action research, especially its use in a marketing context. A retrospective account of a market‐oriented action research project in which the author was involved is provided in the form of a summative evaluation...

This empirical study of commercial banking relationships in France demonstrates that, despite the current emphasis on new technology, contact personnel remain important for the success of professional business‐to‐business services. When account managers are changed, the business clients feel...

An emerging perspective on market orientation suggests that strategic insights may be gained when firms take into account their customers’ view on the organization’s level of market orientation. Recent research offers evidence on the applicability of a customer‐defined market orientation...

Purpose – The present empirical study intends to address a significant topic for business management, such as the influence of market orientation (MO) on the internal and external environments of an organisation. More precisely, the main objective of this paper focuses on the effect of such an...

Purpose – The purpose of this paper is to analyse the influence that internal marketing, represented by internal market orientation (IMO), might have on the internal aspects (satisfaction of contact personnel) and external aspects (customer satisfaction and perceived quality of service) of...

Hypothesises that high performance companies have a defined mission which includes specification of their target markets and broad goals. Competitive advantage is founded on customer satisfaction, which in turn is built on a market‐led strategy, effective systems and committed and empowered...

Reports the findings and implications of a retail bank marketing study which was conducted in the City of Perth in Western Australia in 1995. More specifically, the study was designed to determine and evaluate the importance of selected patronage motives used by Australian retail bank customers...

Purpose – The purpose of this paper is to explore a stakeholder trust model of organizations and applies the model to diagnose the loss of trust in large banks (Universal and Investment Banks) after the global financial crisis (GFC). Prescriptions for the repair of trust are offered along with...

Purpose – The goal of this paper is to investigate how market sensing (market orientation) and customer linking capabilities (service branding and customer empowerment capabilities) enable firms to achieve superiority in customer satisfaction. Design/methodology/approach – To achieve this...

Purpose – This paper aims to examine how the three market orientation components (customer orientation, competitor orientation and interfunctional coordination) influence industrial manufacturers’ customer relationship management outcomes in a business-to-business (B2B) context....