<abstract xmlns="http://www.w3.org/1999/xhtml"><p> Customer centricity is gaining importance as companies are gaining access to increasing amount and quality of individual-level data on identifiable customers. However, efforts to enhance customer centricity often face challenges as they imply organization-wide effort. This paper explores the role of environment-level factors, organization-level factors (in terms of structure, influence and culture) and department-level factors (in terms of integration, power and capabilities) in driving customer centricity of a firm. Results indicate that, while within-category competition stimulates customer centricity, the cross-category competitive intensity limits it. Moreover, marketing competences exhibit highly significant impact which even diminishes the role of inter-departmental integration. Lastly, results show that firms with high level of marketing capabilities and the right culture (in terms of tolerance for failure and availability of slack resources) are likely to exhibit higher levels of customer centricity.</p></abstract>

Customer centricity is gaining importance as companies are gaining access to increasing amount and quality of individual-level data on identifiable customers. However, efforts to enhance customer centricity often face challenges as they imply organization-wide effort. This paper explores the role of environment-level factors, organization-level factors (in terms of structure, influence and culture) and department-level factors (in terms of integration, power and capabilities) in driving customer centricity of a firm. Results indicate that, while within-category competition stimulates customer centricity, the cross-category competitive intensity limits it. Moreover, marketing competences exhibit highly significant impact which even diminishes the role of inter-departmental integration. Lastly, results show that firms with high level of marketing capabilities and the right culture (in terms of tolerance for failure and availability of slack resources) are likely to exhibit higher levels of customer centricity.

Drivers of Customer Centricity: Role of Environmental-level, Organization-level and Department-level Variables

Zagreb International Review of Economics and Business

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Customer centricity is gaining importance as companies are gaining access to increasing amount and quality of individual-level data on identifiable customers....

Drivers of Customer Centricity: Role of Environmental-level, Organization-level and Department-level Variables

Publicado en línea: 30 nov 2017

Páginas: 1 - 10

DOI: https://doi.org/10.1515/zireb-2017-0013

Palabras clave
customer centricity, marketing capabilities, department integration

© 2017

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Drivers of Customer Centricity: Role of Environmental-level, Organization-level and Department-level Variables

Publicado en línea: 30 nov 2017

Páginas: 1 - 10

DOI: https://doi.org/10.1515/zireb-2017-0013

Palabras clavecustomer centricity, marketing capabilities, department integration

© 2017

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Palabras clave
customer centricity, marketing capabilities, department integration