Influência da orientação ao valor do cliente, do valor da marca e do nível de ética empresarial no desempenho organizacional

Fernández, Leslier Maureen Valenzuela; Pinuer, Francisco Javier Villegas

doi:10.7819/rbgn.v18i59.1701

Resumo

Objetivo:

A orientação ao valor do cliente, o valor da marca e a ética empresarial são variáveis cruciais ao desenvolvimento de relacionamentos de longo prazo com os clientes e para atingir o crescimento sustentável das vendas ao longo do tempo. Esta pesquisa revela como o grau de orientação ao valor do cliente por parte das equipes de vendas, o valor da marca e os padrões de ética empresarial podem influenciar significativamente o desempenho organizacional.

Metodologia:

O estudo contribui para um modelo explicativo por meio de um modelo de equações estruturais (MEE) e evidências empíricas a partir de uma pesquisa aplicada a 327 executivos - ocupando cargos de médio e alto escalão em várias empresas no Chile - que gerenciam seus negócios globalmente.

Resultados:

Os resultados apoiam a hipótese de que a orientação ao valor do cliente, o valor da marca e a ética empresarial influenciam o desempenho organizacional.

Contribuições:

Esta pesquisa revela como o grau de orientação ao valor do cliente por parte das equipes de vendas, o valor da marca e os padrões éticos empresariais podem influenciar significativamente o desempenho organizacional em um país como o Chile.

Palavras-chave:
Orientação ao valor do cliente; valor da marca; ética empresarial e desempenho organizacional

Abstract

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.

Keywords:
Customer value orientation; brand value; business ethics; organizational performance

Texto completo disponível apenas em PDF.

Full text available only in PDF format.

Referências

Aaker, J. L. (1997). Dimensions of brand personality. Journal of marketing research, 43(3), 347-356.
Álvarez, G., Santos, V., & Vásquez, C. (2005). Escalas de medida del concepto de orientación al mercado: Revisión crítica de su contenido y de sus propiedades psicométricas. ESIC Market, (120), 121-202.
Bharadwaj, S. G., Varadarajan, P. R., & Fahy, J. (1993). Sustainable competitive advantage in service industries: A conceptual model and research propositions. The Journal of Marketing, 57(4), 83-99.
Blattberg, R. C., Getz, G., & Thomas, J. S. (2001). Customer equity: Building and managing relationships as valuable assets Boston: Harvard Business Press.
Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: What is it? How is it measured? Does it affect loyalty? Journal of marketing, 73(3), 52-68.
Brislin, R. W. (1986). The wording and translation of research instruments. In W. J. Lonner, & J. W. Berry (Eds.), Field methods in cross-cultural research (Chap. 5, pp. 137-164). Beverly Hills: Sage.
Cross, M. E., Brashear, T. G., Rigdon, E. E., & Bellenger, D. N. (2007). Customer orientation and salesperson performance. European Journal of Marketing, 41(7/8), 821-835.
Cupani, M. (2012). Análisis de ecuaciones estructurales: Conceptos, etapas de desarrollo y un ejemplo de aplicación. REVISTA TESIS Facultad de Psicología, 2(1), 186-199.
Etchebarne, M. S., Geldres, V. V., & García-Cruz, R. (2010). El impacto de la orientación emprendedora en el desempeño exportador de la firma. ESIC Market Economic and Business Journal, 137, 165-220.
Fischer, L., & Espejo, J. (2004). Mercadotecnia Mexico: Mc Graw Hill.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
Fuentes, M. D. M. F., & Torres, N. E. H. (2002). Variables críticas en la medición del desempeño en empresas con implantación de la gestión de la calidad total. Investigaciones Europeas de Dirección y Economía de la Empresa, 8(2), 87-102.
García Rodríguez, M. J. (1998). La Importancia de la marca como activo intangible y la determinación de su valor en el marco de la valoración de empresas (Doctoral Dissertation). Universidad de Vigo, Espanha.
Guillén, M. (1996). La ética empresarial: Una aproximación al fenómeno. Cuadernos de Empresa y Humanismo, 58, 3-39.
Gupta, S., & Lehman, D. R. (2003). Customer as assets. Journal of Interactive Marketing, 17(1), 9-24.
Gupta, S., Hanssens, D., Hardie, B., Kahn, W., Kumar, V., Lin, & Sriram, S. (2006). Modeling customer lifetime value. Journal or Service Research, 9(2), 139-155.
Hair, J., Black, B., Babin, B., Anderson, R., & Tatham, R. (2006) Multivariate data analysis (6th ed.). Upper Saddle River, NJ: Prentice-Hall.
Harris, E., Mowen, J., & Brown, T. (2005). Re-examining salesperson goal orientations: Personality influencers, customer orientation, and work satisfaction. Journal of the Academy of Marketing Science, 33(1), 19-35.
Hennig-Thurau, T. (2004). Customer orientation of service employees: Its impact on customer satisfaction, commitment, and retention. International Journal of Service Industry Management, 15(5), 460-478.
Hernández, R. (2009). Marketing viral y construcción de marca. Marketing y Ventas, 242, 58-65.
Hogan, J. E., Lemon, K., & Libai, B. (2003). What is the true value of a lost customer? Journal of Service Research, 5(3), 196-208.
Hogan, J., Lemon, K., & Rust, R. (2002). Customer equity management: Charting new directions for the future of marketing. Journal of Service Research, 5(1), 4-12.
Howe, V., Hoffman, K. D., & Hardigree, D. W. (1994). The relationship between ethical and customer-oriented service provider behavior. Journal of Business Ethics, 13(7), 497-506.
Huang, M. (2008). The influence of selling behaviors on customer relationship in financial services. International Journal of Service Industry Management, 19(4), 458-173.
Jaramillo, F., & Grissafe, D. B. (2009). Examining the impact of servant leadership on salesperson’s turnover intention. Journal of Personal Selling and Sales Management, 29(4), 351-365.
Jaworski, B. J., & Kohli, A. K. Market orientation: Antecedents and consequences”, Journal of Marketing, 57(3), 53-70.
Karadeniz, M. (2002). The importance of customer based strategic brand equity management for enterprises. Journal of Naval Science and Engineering, 6(2), 117-132.
Keller, K. L. (2008). Administración estratégica de marca branding Mexico: Pearson Educación.
Kelly, S. W. (1992). Developing customer orientation among service employees. Journal of Academy of Marketing Service, 20(1), 27-36.
Kirca, A. H., Jayachandran, S., & Bearden, W. O. (2005). Market orientation: A meta-analytic review and assessment of its antecedents and impact on performance. Journal of Marketing, 69(2), 24-41.
Kumar, V., & George, M. (2007). Measuring and maximizing customer equity: A critical analysis. Journal of the Academy of Marketing Science, 35(2), 157-171.
Kumar, V., Jones, E., Venkatesan, R., & Leone, R. P. (2011). Is market orientation a source of sustainable competitive advantage or simply the cost of competing? Journal of Marketing, 75(1), 16-30.
Kumar, V., Lemon, K. N., & Parasuraman, A. (2006). Managing customers for value an overview and research agenda. Journal of Service Research, 9(2), 87-94.
Kumar, V., & Petersen, J. A. (2005). Using a customer-level marketing strategy to enhance firm performance: A review of theoretical and empirical evidence. Journal of the Academy of Marketing Science, 33(4), 504-519.
Kumar, V., & Reinartz, J. (2006). Customer relationship management: A Databased approach Hoboken, NJ: John Wiley & Sons.
Kumar, V., Venkatesan, R., & Reinartz, W. (2008). Performance implications of adopting a customer-focused sales campaign. Journal of Marketing, 72(5), 50-68.
Leonidou, L. C., Kvasova, O., Leonidou, C. N., & Chari, S. (2013). Business unethicality as an impediment to consumer trust: The moderating role of demographic and cultural characteristics. Journal of Business Ethics, 112(3), 397-415.
Macintosh, G. (2007). Customer orientation, relationship quality, and relational benefits to the firm. Journal of Services Marketing, 21(3), 150-159.
Martinez-Villavicencio, J. (2011). Factores que inciden en el desempeño exportador de las Pymes: Una aplicación empírica. ESIC Market Economics and Business Journal, 140, 211-233.
Mathieson, K., & Doane, D. (2005). Using fine-grained likert scales in web surveys. Alliance Journal of Business Research, 1(1), 27-34.
Miralles, L. (2002). ¿Está su empresa realmente orientada al cliente? Harvard Deusto Márketing y Ventas, 52, 14-23.
Niraj, R., Gupta, M., & Narasimhan, C. (2001). Customer profitability in a supply chain. Journal of Marketing, 65(3), 1-16.
Palmatier, R. W., Scheer, L. K., Houston, M. B., Evans, K. R., & Gopalakrishna, S. (2007). Use of relationship marketing programs in building customer-salesperson and customer-firm relationships: Differential influences on financial outcomes. International Journal of Research in Marketing, 24(3), 210-223.
Polizzi, P. (Ed.) (2011). Chilescopio 2011: Hacia dónde van los consumidores Chilenos Chile: Visión Humana. Retrieved from http://pt.slideshare.net/visionhumana/presentacin-evento-chilescopio-2011-visin-humana
» http://pt.slideshare.net/visionhumana/presentacin-evento-chilescopio-2011-visin-humana
Ramirez, K. (2004). Ganan empresas con valor de marca Retrieved from http://www.es.catholic.net/op/articulos/46765/cat/417/ganan-empresas-con-valor-de-marca.html
» http://www.es.catholic.net/op/articulos/46765/cat/417/ganan-empresas-con-valor-de-marca.html
Reichheld, F. F., & Teal, T. (1996). The loyalty effect: The hidden force behind growth, profits, and lasting value. Boston: Harvard Business School Press.
Reinartz, W. J., & Kumar, V. (2003). The impact of customer relationship characteristics on profitable lifetime duration. Journal of Marketing, 67(1), 77-99.
Rust, R. T., Lemon, K. N., & Zeithaml, V. A. (2004). Return on marketing: Using customer equity to focus marketing strategy. Journal of Marketing, 68(1), 109-127.
Saxe, R., & Weitz, B. A. (1982). The SOCO scale: A measure of the customer orientation of salespeople. Journal of Marketing Research , 19(3), 343-351.
Schwepker, C. H., & Good, D. J. (2004). Marketing control and sales force customer orientation. Journal of Personal Selling & Sales Management, 24(3), 167-179.
Sicard, J. (2012). Protección de marca: Cómo defenderla ante las falsificaciones. MK: Marketing+ ventas, 280, 18.
Siguaw, J. A., Brown, G., & Widing, R. E. (1994). The influence of the market orientation of the firm on sales force behavior and attitudes. Journal of Marketing Research , 31(1), 106-116.
Sullivan, J. D. (2009). The moral compass of companies: Business ethics and corporate governance as anti-corruption tools (Focus, Vol. 7). Washington: Global Corporate Governance Forum.
Svensson, G., & Wood, G. (2010). Ética empresarial teleológica: Formativa, racionalista y transformativa-ilustraciones y analogías.ESIC Market, 138, 63-90.
Valenzuela, L. M., Mulki, J. P., & Jaramillo, J. F. (2010). Impact of customer orientation, inducements and ethics on loyalty to the firm: Customers’ perspective. Journal of Business Ethics, 93(2), 277-291.
Valenzuela, L., Torres, E., Hidalgo, P., & Farías, P. (2014). Salesperson CLV orientation’s effect on performance. Journal of Business Research, 67(4), 550-557.
Venkatraman, N., & Ramanujam, V. (1986). Measurement of business performance in strategy research: A comparison of approaches. Academy of Management Review, 11(4), 801-814.
Venkatesan, R., & Kumar, V. (2004). A customer lifetime value framework for customer selection and resource allocation strategy. Journal of Marketing, 68(4), 106-125.
Vilaginés, J. A. (1994). Marketing relacional: Cómo obtener clientes leales y rentables Barcelona: Gestión 2000.
Vitell, S. J., & Paolillo, J. G. (2004). A cross‐cultural study of the antecedents of the perceived role of ethics and social responsibility. Business Ethics: A European Review, 13(2‐3), 185-199.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. The Journal of Marketing, 52(3), 2-22.

2
Processo de Avaliação: Double Blind Review

Agências de apoio: Projeto FONDECYT Nº 11100163 Ano 2010-2012.

Anexo A - Unidimensionalidade, validade e confiabilidade da escala

Anexo B - Análise fatorial confirmatória

Contribuição dos autores

Datas de Publicação

Publicação nesta coleção
Jan-Mar 2016

Histórico

Recebido
10 Jul 2013
Aceito
15 Abr 2016

Este é um artigo publicado em acesso aberto sob uma licença Creative Commons

[1] Aaker, J. L. (1997). Dimensions of brand personality. Journal of marketing research, 43(3), 347-356.

[2] Álvarez, G., Santos, V., & Vásquez, C. (2005). Escalas de medida del concepto de orientación al mercado: Revisión crítica de su contenido y de sus propiedades psicométricas. ESIC Market, (120), 121-202.

[3] Bharadwaj, S. G., Varadarajan, P. R., & Fahy, J. (1993). Sustainable competitive advantage in service industries: A conceptual model and research propositions. The Journal of Marketing, 57(4), 83-99.

[4] Blattberg, R. C., Getz, G., & Thomas, J. S. (2001). Customer equity: Building and managing relationships as valuable assets Boston: Harvard Business Press.

[5] Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: What is it? How is it measured? Does it affect loyalty? Journal of marketing, 73(3), 52-68.

[6] Brislin, R. W. (1986). The wording and translation of research instruments. In W. J. Lonner, & J. W. Berry (Eds.), Field methods in cross-cultural research (Chap. 5, pp. 137-164). Beverly Hills: Sage.

[7] Cross, M. E., Brashear, T. G., Rigdon, E. E., & Bellenger, D. N. (2007). Customer orientation and salesperson performance. European Journal of Marketing, 41(7/8), 821-835.

[8] Cupani, M. (2012). Análisis de ecuaciones estructurales: Conceptos, etapas de desarrollo y un ejemplo de aplicación. REVISTA TESIS Facultad de Psicología, 2(1), 186-199.

[9] Etchebarne, M. S., Geldres, V. V., & García-Cruz, R. (2010). El impacto de la orientación emprendedora en el desempeño exportador de la firma. ESIC Market Economic and Business Journal, 137, 165-220.

[10] Fischer, L., & Espejo, J. (2004). Mercadotecnia Mexico: Mc Graw Hill.

[11] Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.

[12] Fuentes, M. D. M. F., & Torres, N. E. H. (2002). Variables críticas en la medición del desempeño en empresas con implantación de la gestión de la calidad total. Investigaciones Europeas de Dirección y Economía de la Empresa, 8(2), 87-102.

[13] García Rodríguez, M. J. (1998). La Importancia de la marca como activo intangible y la determinación de su valor en el marco de la valoración de empresas (Doctoral Dissertation). Universidad de Vigo, Espanha.

[14] Guillén, M. (1996). La ética empresarial: Una aproximación al fenómeno. Cuadernos de Empresa y Humanismo, 58, 3-39.

[15] Gupta, S., & Lehman, D. R. (2003). Customer as assets. Journal of Interactive Marketing, 17(1), 9-24.

[16] Gupta, S., Hanssens, D., Hardie, B., Kahn, W., Kumar, V., Lin, & Sriram, S. (2006). Modeling customer lifetime value. Journal or Service Research, 9(2), 139-155.

[17] Hair, J., Black, B., Babin, B., Anderson, R., & Tatham, R. (2006) Multivariate data analysis (6th ed.). Upper Saddle River, NJ: Prentice-Hall.

[18] Harris, E., Mowen, J., & Brown, T. (2005). Re-examining salesperson goal orientations: Personality influencers, customer orientation, and work satisfaction. Journal of the Academy of Marketing Science, 33(1), 19-35.

[19] Hennig-Thurau, T. (2004). Customer orientation of service employees: Its impact on customer satisfaction, commitment, and retention. International Journal of Service Industry Management, 15(5), 460-478.

[20] Hernández, R. (2009). Marketing viral y construcción de marca. Marketing y Ventas, 242, 58-65.

[21] Hogan, J. E., Lemon, K., & Libai, B. (2003). What is the true value of a lost customer? Journal of Service Research, 5(3), 196-208.

[22] Hogan, J., Lemon, K., & Rust, R. (2002). Customer equity management: Charting new directions for the future of marketing. Journal of Service Research, 5(1), 4-12.

[23] Howe, V., Hoffman, K. D., & Hardigree, D. W. (1994). The relationship between ethical and customer-oriented service provider behavior. Journal of Business Ethics, 13(7), 497-506.

[24] Huang, M. (2008). The influence of selling behaviors on customer relationship in financial services. International Journal of Service Industry Management, 19(4), 458-173.

[25] Jaramillo, F., & Grissafe, D. B. (2009). Examining the impact of servant leadership on salesperson’s turnover intention. Journal of Personal Selling and Sales Management, 29(4), 351-365.

[26] Jaworski, B. J., & Kohli, A. K. Market orientation: Antecedents and consequences”, Journal of Marketing, 57(3), 53-70.

[27] Karadeniz, M. (2002). The importance of customer based strategic brand equity management for enterprises. Journal of Naval Science and Engineering, 6(2), 117-132.

[28] Keller, K. L. (2008). Administración estratégica de marca branding Mexico: Pearson Educación.

[29] Kelly, S. W. (1992). Developing customer orientation among service employees. Journal of Academy of Marketing Service, 20(1), 27-36.

[30] Kirca, A. H., Jayachandran, S., & Bearden, W. O. (2005). Market orientation: A meta-analytic review and assessment of its antecedents and impact on performance. Journal of Marketing, 69(2), 24-41.

[31] Kumar, V., & George, M. (2007). Measuring and maximizing customer equity: A critical analysis. Journal of the Academy of Marketing Science, 35(2), 157-171.

[32] Kumar, V., Jones, E., Venkatesan, R., & Leone, R. P. (2011). Is market orientation a source of sustainable competitive advantage or simply the cost of competing? Journal of Marketing, 75(1), 16-30.

[33] Kumar, V., Lemon, K. N., & Parasuraman, A. (2006). Managing customers for value an overview and research agenda. Journal of Service Research, 9(2), 87-94.

[34] Kumar, V., & Petersen, J. A. (2005). Using a customer-level marketing strategy to enhance firm performance: A review of theoretical and empirical evidence. Journal of the Academy of Marketing Science, 33(4), 504-519.

[35] Kumar, V., & Reinartz, J. (2006). Customer relationship management: A Databased approach Hoboken, NJ: John Wiley & Sons.

[36] Kumar, V., Venkatesan, R., & Reinartz, W. (2008). Performance implications of adopting a customer-focused sales campaign. Journal of Marketing, 72(5), 50-68.

[37] Leonidou, L. C., Kvasova, O., Leonidou, C. N., & Chari, S. (2013). Business unethicality as an impediment to consumer trust: The moderating role of demographic and cultural characteristics. Journal of Business Ethics, 112(3), 397-415.

[38] Macintosh, G. (2007). Customer orientation, relationship quality, and relational benefits to the firm. Journal of Services Marketing, 21(3), 150-159.

[39] Martinez-Villavicencio, J. (2011). Factores que inciden en el desempeño exportador de las Pymes: Una aplicación empírica. ESIC Market Economics and Business Journal, 140, 211-233.

[40] Mathieson, K., & Doane, D. (2005). Using fine-grained likert scales in web surveys. Alliance Journal of Business Research, 1(1), 27-34.

[41] Miralles, L. (2002). ¿Está su empresa realmente orientada al cliente? Harvard Deusto Márketing y Ventas, 52, 14-23.

[42] Niraj, R., Gupta, M., & Narasimhan, C. (2001). Customer profitability in a supply chain. Journal of Marketing, 65(3), 1-16.

[43] Palmatier, R. W., Scheer, L. K., Houston, M. B., Evans, K. R., & Gopalakrishna, S. (2007). Use of relationship marketing programs in building customer-salesperson and customer-firm relationships: Differential influences on financial outcomes. International Journal of Research in Marketing, 24(3), 210-223.

[44] Polizzi, P. (Ed.) (2011). Chilescopio 2011: Hacia dónde van los consumidores Chilenos Chile: Visión Humana. Retrieved from http://pt.slideshare.net/visionhumana/presentacin-evento-chilescopio-2011-visin-humana
» http://pt.slideshare.net/visionhumana/presentacin-evento-chilescopio-2011-visin-humana

[45] Ramirez, K. (2004). Ganan empresas con valor de marca Retrieved from http://www.es.catholic.net/op/articulos/46765/cat/417/ganan-empresas-con-valor-de-marca.html
» http://www.es.catholic.net/op/articulos/46765/cat/417/ganan-empresas-con-valor-de-marca.html

[46] Reichheld, F. F., & Teal, T. (1996). The loyalty effect: The hidden force behind growth, profits, and lasting value. Boston: Harvard Business School Press.

[47] Reinartz, W. J., & Kumar, V. (2003). The impact of customer relationship characteristics on profitable lifetime duration. Journal of Marketing, 67(1), 77-99.

[48] Rust, R. T., Lemon, K. N., & Zeithaml, V. A. (2004). Return on marketing: Using customer equity to focus marketing strategy. Journal of Marketing, 68(1), 109-127.

[49] Saxe, R., & Weitz, B. A. (1982). The SOCO scale: A measure of the customer orientation of salespeople. Journal of Marketing Research , 19(3), 343-351.

[50] Schwepker, C. H., & Good, D. J. (2004). Marketing control and sales force customer orientation. Journal of Personal Selling & Sales Management, 24(3), 167-179.

[51] Sicard, J. (2012). Protección de marca: Cómo defenderla ante las falsificaciones. MK: Marketing+ ventas, 280, 18.

[52] Siguaw, J. A., Brown, G., & Widing, R. E. (1994). The influence of the market orientation of the firm on sales force behavior and attitudes. Journal of Marketing Research , 31(1), 106-116.

[53] Sullivan, J. D. (2009). The moral compass of companies: Business ethics and corporate governance as anti-corruption tools (Focus, Vol. 7). Washington: Global Corporate Governance Forum.

[54] Svensson, G., & Wood, G. (2010). Ética empresarial teleológica: Formativa, racionalista y transformativa-ilustraciones y analogías.ESIC Market, 138, 63-90.

[55] Valenzuela, L. M., Mulki, J. P., & Jaramillo, J. F. (2010). Impact of customer orientation, inducements and ethics on loyalty to the firm: Customers’ perspective. Journal of Business Ethics, 93(2), 277-291.

[56] Valenzuela, L., Torres, E., Hidalgo, P., & Farías, P. (2014). Salesperson CLV orientation’s effect on performance. Journal of Business Research, 67(4), 550-557.

[57] Venkatraman, N., & Ramanujam, V. (1986). Measurement of business performance in strategy research: A comparison of approaches. Academy of Management Review, 11(4), 801-814.

[58] Venkatesan, R., & Kumar, V. (2004). A customer lifetime value framework for customer selection and resource allocation strategy. Journal of Marketing, 68(4), 106-125.

[59] Vilaginés, J. A. (1994). Marketing relacional: Cómo obtener clientes leales y rentables Barcelona: Gestión 2000.

[60] Vitell, S. J., & Paolillo, J. G. (2004). A cross‐cultural study of the antecedents of the perceived role of ethics and social responsibility. Business Ethics: A European Review, 13(2‐3), 185-199.

[61] Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. The Journal of Marketing, 52(3), 2-22.

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