International management of customer orientation Online publication date: Tue, 18-Apr-2023
by José L. González-Porras; José L. Ruiz-Alba; Miguel A. Rodríguez-Molina; Vanesa F. Guzmán-Parra
European J. of International Management (EJIM), Vol. 20, No. 1, 2023
Abstract: This study investigates the role of customer orientation of service employees (COSE) and its influence on customer satisfaction and on electronic word of mouth (e-WOM), with a focus on international management. An empirical study was conducted amongst hotel customers with a final valid sample of 265 respondents. Digital capabilities have been included in the COSE model for the first time. Findings indicate that digital capabilities have a positive influence on customer satisfaction that is mediated by COSE. This study has also compared differences between international and national firms and also considered family businesses and non-family businesses. Results show that international hotels have a higher level of COSE than national hotels, mainly due to the technical skills of the employees, and the presence of a higher level of COSE in family businesses (FBs) rather than in non-family businesses (NFBs). Some contributions to academia and to international management have been discussed.
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