An organizational communication‐based model of individual customer orientation of nonmarketing members of a firm

Daniel J. Goebel · Greg W. Marshall · William B. Locander

18 citations0/0 files storedJournal of Strategic Marketing

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Marketing and Advertising Strategies Customer Service Quality and Loyalty Organizational Management and Innovation

Abstract

A model of individual customer orientation is proposed and tested. Building on past research from the organizational communication and marketing literatures, the model (which incorporates facets of the organizational environment, interfunctional dynamics, and communication practices) is tested to examine the impact of these antecedent variables on customer‐oriented outcomes of nonmarketing members of the firm. Results indicate that highly valued interfunctional communications by marketing results in nonmarketing members being more customer‐oriented and more willing to engage in behaviors designed to satisfy internal customers. Managerial implications are discussed along with directions for further research.

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