Influence of customer value orientation, brand value, and business ethics level on organizational performance
Purpose – Customer value orientation, brand value and business ethics are critical variables to developing long-term relationships with customers and achieve sustainable sales growth over time. This research shows how the degree of orientation to customer value by the sales forces, brand value and...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Fundação Escola de Comércio Álvares Penteado
2016-06-01
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| Series: | Revista Brasileira de Gestão De Negócios |
| Subjects: | |
| Online Access: | https://rbgn.fecap.br/RBGN/article/view/1701/pdf |
| Summary: | Purpose – Customer value orientation, brand value and business
ethics are critical variables to developing long-term relationships with customers and achieve sustainable sales growth over time. This research shows how the degree of orientation to customer value by the sales forces, brand value and business ethical standards could significantly influence organizational performance.
Design/methodology/approach – The study contributes to an
explanatory model through a structural equation model (SEM) and
empirical evidence of research applied to 327 executives – occupying medium and high positions in several companies in Chile – who manage their business globally.
Findings – The results support the hypothesis that customer value orientation, brand value and business ethics influence organizational performance.
Originality/value – This research shows how the degree of orientation to customer value by the sales forces, brand value and business ethical standards could significantly influence organizational performance in a country like Chile. |
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| ISSN: | 1806-4892 1983-0807 |