Revue Organisation et Travail
Volume 14, Numéro 3, Pages 197-205
2025-11-17

The Role Of Market Orientation In Enhancing Customer Loyalty In The Digital Age: Multiple Insights And Perspectives



Authors : Bouhelal Fatima . Kerbouche Mohammed . Adouka Lakhdar .

Abstract

In the context of digital evolution, there is still a need to know whether the market orientation enhances customer loyalty or not in light of the change in customer behaviors as a reaction to the digital revolution. Their purchasing decisions in the digital shopping environment have become different from what they are in the traditional shopping environment. Based on the theory of resource dependence, organizations that develop new resources by discovering, absorbing and acquiring all types of external information and expertise, and maximizing and integrating internal and external resources, are able to create a competitive advantage for themselves, by mobilizing these resources to serve their strategic orientations, especially the market ones that focus on the customer, by outlining strategies that start from understanding the customer’s needs to meeting them and establishing a relationship with him to retain him for the longest possible period. According to previous studies, we find that some of them have divided the market orientation into several dimensions and explored the impact of different trends on customer loyalty, which has the merit of raising the value of the organization, whether in terms of profitability or market share, some of them divided the market orientation of organizations into customer orientation and competitor orientation in response to knowledge derived from market information, and some of them emphasized the need to distinguish between reactive orientation and proactive market orientation. The results of this literature analysis show that market orientation, whether from a cultural-behavioral perspective or a proactive-reactive perspective in the digital age, has a significant positive impact on enhancing customer loyalty.

Keywords

Market orientation ; cultural-behavioral perspective ; proactive-reactive perspective ; digital customer behavior ; customer loyalty

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