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This study assesses how customer value affects a firm's market orientation and consequently, competitive advantage and organizational performance in a service industry — the global hotel industry. The findings show that if a firm perceives its customers as valuing service, the firm is more likely to adopt both a customer and a competitor orientation; if the firm thinks its customers are price sensitive, the firm tends to develop a competitor orientation. Moreover, the greater a firm's customer orientation, the more the firm is able to develop a competitive advantage based on innovation and market differentiation. In contrast, a competitor orientation has a negative effect on a firm's market differentiation advantage. Finally, innovation and market differentiation advantages lead to greater market performance (e.g., perceived quality, customer satisfaction) and in turn, higher financial performance (e.g., profit, market share).


Required Publisher Statement
© Elsevier. Final version published as: Zhou, K. Z., Brown, J. R., & Dev, C. S., (2009). Market orientation, competitive advantage, and performance: A demand-based perspective. Journal of Research, 62(11), 1063-1070. Reprinted with permission. All rights reserved.