Title: International management of customer orientation

Authors: José L. González-Porras; José L. Ruiz-Alba; Miguel A. Rodríguez-Molina; Vanesa F. Guzmán-Parra

Addresses: University of Málaga, Málaga, Spain ' Management and Marketing, University of Westminster, London, UK ' Department of Marketing and Market Research, University of Granada, Granada, Spain ' Faculty of Economics and Business Science, University of Málaga, Málaga, Spain

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.

Keywords: international management; hotels; digital capabilities; customer orientation; customer satisfaction; e-WOM; family business.

DOI: 10.1504/EJIM.2023.130350

European Journal of International Management, 2023 Vol.20 No.1, pp.143 - 166

Received: 19 Nov 2018
Accepted: 13 Mar 2019
Published online: 18 Apr 2023 *

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