Service Brand Orientation and Firm Performance: The Moderating Effects of Relationship Marketing Orientation and Customer Orientation

  • Raphael OdoomEmail author
  • Ernest Y. Tweneboah-Koduah
Conference paper
Part of the Developments in Marketing Science: Proceedings of the Academy of Marketing Science book series (DMSPAMS)


This paper examines and empirically tests the relationship between service brand orientation (SBO) and firm performance and whether this relationship is influenced by relationship marketing orientation (RMO) as well as customer orientation (CO). Using a moderated hierarchical regression analysis, the empirical part of the study employs data from 584 service firms from an emerging market setting to test the hypotheses. The research results indicate that (1) service brand orientation is a multidimensional construct and has a direct, positive relationship with firm performance at an aggregated level; (2) the core tenets of the three orientations—an emphasis on reciprocal firm-customer relationships—make them suitable complementarities that generate ameliorating effects on firm performance; and (3) the effect of the SBO × RMO interaction statistically edges that of the SBO × CO interaction in significance from the current study.


Service brand orientation Relationship marketing orientation Customer orientation Firm performance Complementarity 


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Copyright information

© Academy of Marketing Science 2019

Authors and Affiliations

  1. 1.University of GhanaAccraGhana

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