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.

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