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Employee Customer Equity Orientation: An Empirical Analysis of its Determinants and Consequences

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  • Hadwich,
  • Munk,
  • Braun,
  • Bothe,

Abstract

This paper aims to explore the promoting factors for successfully implementing the strategy of customer equity orientation. In order to gain information on important organizational determinants, a broad literature review was performed and in-depth interviews with managers were conducted. To validate and verify these results, a large quantitative study has been carried out. Thereby, a scale that measures employee customer equity orientation was developed. The results in the structural equation model show that the identified organizational influence factors essentially determine employees’ customer equity orientation and the successful implementation of this strategy. Hence, in contrast to previous research, this study empirically provides an extensive analysis of organizational factors that foster employee’s customer equity orientation. Based on these results, guidelines for successfully implementing employee customer equity orientation are provided.

Suggested Citation

  • Hadwich, & Munk, & Braun, & Bothe,, 2017. "Employee Customer Equity Orientation: An Empirical Analysis of its Determinants and Consequences," Die Unternehmung - Swiss Journal of Business Research and Practice, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 71(1), pages 3-29.
    • Handle: RePEc:nms:untern:10.5771/0042-059x-2017-1-3
    DOI: 10.5771/0042-059X-2017-1-3
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