Influence of customer value orientation, brand value, and business ethics level on organizational performance

Abstract

Purpose – Customer value orientation, brand value and business ethics are critical variables to developing long-term relationships with customers and achieve sustainable sales growth over time. Th is research shows how the degree of orientation to customer value by the sales forces, brand value and business ethical standards could signifi cantly infl uence organizational performance. Design/methodology/approach – The study contributes to an explanatory model through a structural equation model (SEM) and empirical evidence of research applied to 327 executives – occupying medium and high positions in several companies in Chile – who manage their business globally. Findings – Th e results support the hypothesis that customer value orientation, brand value and business ethics infl uence organizational performance. Originality/value – Th is research shows how the degree of orientation to customer value by the sales forces, brand value and business ethical standards could signifi cantly infl uence organizational performance in a country like Chile.