Market Orientation Perceptions of the ‘Market’: Navigating the Customer Journey
(A2024-119533)

AUTHORS

Zeynep Müge Güzel, Özyeğin University; Ayşegül Özsomer, Koç University

ABSTRACT

This research examines perceived market orientation (MO), emphasizing a shift from managers’ evaluations to a more inclusive assessment involving customers and non-customers. In the context of heightened consumer awareness and transparency, the study aims to offer a comprehensive understanding of MO by investigating perceived MO’s impact on decisions through the customer journey. The study also highlights factors that influence MO perceptions and emphasize the importance of maintaining a market-oriented approach in both call center operations and distribution channels. The research integrates non-customer perceptions into the MO framework, contributing novel insights into the MO-acquisition relationship in a B2C automobile industry context. The study expands traditional performance measures, exploring connections between MO subcomponents and outcomes like repurchase intention and recommendation, contributing to a more holistic understanding of perceived MO.