Strategic orientation of service enterprises towards customers

This study investigates the effects of strategic orientation on customer orientation. The importance of the research is depending on that customer orientation not only changes the strategy processes; it also establishes an institutional understanding of the structural and cultural conditions under which the strategic focus. Cross-sectional survey data (n=105) were obtained from top managers of each service firm and analyzed with structural equation modeling technique. The results showed that strategic orientation is a strong antecedent for customer orientation. Additionally, a proactive strategy is higher positively related to customer orientation than future, and defensive strategies. Prescriptions for theory development and practitioners are highlighted.