The Interplay Between Employee and Firm Customer Orientation: Substitution Effect and the Contingency Role of Performance‐Related Rewards

British Journal of Management - Tập 29 Số 3 - Trang 534-553 - 2018
Dennis Herhausen1, Luigi M. De Luca2, Michael Weibel1
1Institute of Marketing, University of St. Gallen, Dufourstr. 40a, 9000 St. Gallen, Switzerland
2Cardiff Business School, Cardiff University, Colum Drive, Cardiff, CF10 3EU, UK

Tóm tắt

AbstractThis paper identifies and explains a potential tension between a firm's emphasis on customer orientation (CO) and the extent to which employees value CO as a success factor for individual performance. Based on self‐determination theory and CO implementation research, the authors propose that firm CO may represent both autonomous and controlled motivations for CO, but that employees’ CO is more strongly linked to individual performance when employees experience solely autonomous motivation. Hence, the authors expect a substitution effect whereby the link between employees’ CO and their performance is weaker when firm CO is high. Furthermore, the authors examine a boundary condition for the previous hypothesis and propose that performance‐contingent rewards have a positive effect on the internalization of the extrinsic motivation stemming from firm CO. Two multilevel studies with 979 employees and 201 top management team members from 132 firms support these hypotheses. Against previous research, these findings offer a new perspective on the effectiveness of CO initiatives, propose employees’ motivational states as the theoretical explanation for the heterogeneity in the link between employee CO and performance, and reappraise the role of performance‐contingent rewards in CO research. Managerial implications for the effective implementation of customer‐oriented initiatives within firms are provided.

Từ khóa


Tài liệu tham khảo

10.1080/08959281003621695

10.1016/1053-4822(93)90012-S

10.1037/0022-3514.66.5.950

10.1080/10696679.2001.11501893

10.1111/1467-8551.12049

10.1037/a0035661

CMOCouncil(2008). ‘Technology marketers challenged to reorganize around customers’. Available athttp://www.cmocouncil.org/press-detail.php?id=103[accessed 2 August 2015].

10.1108/03090560710752410

10.1037/0033-2909.125.6.627

10.2307/1252055

10.1509/jmkg.68.1.128.24034

10.1002/job.4030120704

10.1037/1082-989X.12.2.121

10.1023/A:1015198209285

10.1111/1467-8551.12048

10.1509/jmkr.43.4.693

10.1002/job.322

10.1509/jmkg.70.4.37

10.1146/annurev-orgpsych-032414-111418

10.1037/0021-9010.93.1.48

10.1016/j.obhdp.2011.03.004

10.2753/PSS0885-3134310305

10.1108/08858620410524016

10.1007/s11747-007-0065-x

10.1108/03090560010311885

10.1509/jmkg.70.3.58

10.1111/j.1467-6486.1985.tb00001.x

10.1509/jm.14.0398

10.1509/jm.75.2.55

10.1287/mnsc.1060.0576

10.2307/3172665

10.1177/03079459994407

Kozlowski S., 2000, Multilevel Theory, Research, and Methods in Organizations: Foundations, Extensions, and New Directions, 3

10.2307/20159559

10.1037/0021-9010.93.2.317

10.1016/0148-2963(92)90018-7

10.1111/1467-8551.12142

10.1027/1614-2241.1.3.86

10.1177/03079459994506

10.1016/S0019-8501(98)00025-X

10.1037/met0000024

10.1509/jm.15.0327

10.1016/j.indmarman.2004.06.001

10.1177/002224299005400403

10.1509/jm.14.0192

10.1037/0021-9010.88.5.879

10.1111/j.1467-8551.1993.tb00055.x

Raudenbush S. W., 2002, Hierarchical Linear Models: Applications and Data Analysis Methods

Rich G. A., 1999, Apples and apples or apples and oranges? A meta‐analysis of objective and subjective measures of salesperson performance, Journal of Personal Selling & Sales Management, 29, 41

10.5465/amj.2010.51468988

10.1037/0003-066X.55.1.68

10.1037/0022-3514.45.4.736

10.1509/jm.12.0296

Snijders T. A. B., 1999, An Introduction to Basic and Advanced Multilevel Modelling

10.1177/0092070305276368

Thomas R. W., 2001, The selling orientation–customer orientation (S.O.C.O.) scale: a proposed short form, Journal of Personal Selling & Sales Management, 21, 63

der Borgh M, 2015, Alternative mechanisms guiding salespersons’ ambidextrous product selling, British Journal of Management

10.1007/s11747-007-0069-6

10.1509/jmkg.73.2.123

Williams M. R., 1996, Exploring salespersons’ customer orientation as a mediator of organizational culture's influence on buyer–seller relationships, Journal of Personal Selling & Sales Management, 16, 33

10.1177/1094670515589956

10.1509/jm.10.0231

Thông tin
Thông tin xuất bản

British Journal of Management

Tập 29 Số 3

534-553

Thông tin tác giả