Original scientific paper
https://doi.org/10.1515/zireb-2017-0013
Drivers of Customer Centricity: Role of Environmental-level, Organization-level and Department-level Variables
Goran Vlašić
; Faculty of Economics and Business Zagreb, University of Zagreb, Zagreb, Croatia
Emanuel Tutek
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.
Keywords
customer centricity; marketing capabilities; department integration
Hrčak ID:
189584
URI
Publication date:
20.11.2017.
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