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How manufacturer market orientation influences B2B customer satisfaction and retention: empirical investigation of the three market orientation components

Guo, Chiquan; Wang, Yong - In: Journal of Business & Industrial Marketing 30 (2015) 2, pp. 182-193

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....

Persistent link: https://www.econbiz.de/10014843854