Customer orientation and office space performance: assessing the moderating effect of building grade using PLS-MGA
Abstract
This study presents a framework to measure and empirically validate the relationship between customer orientation and office space performance. The framework uses two types of customer orientation (i.e., responsive customer orientation and proactive customer orientation) and two types of office space performance metrics (i.e., tenant satisfaction and tenant loyalty). Moreover, the building grade (Grade A and Non-grade A) is incorporated into the framework to assess its moderating effect on the relationships. 380 usable responses were collected from building managers in Grade A and Non-grade A buildings using a questionnaire survey. Partial least squares structural equation modeling was utilized to perform latent variable and multi-group analyses. The findings indicate that proactive customer orientation enhances satisfaction to a level not reached by responsive customer orientation as well as suggesting the applicability of both customer orientations in different scenarios. While proactive customer orientation practices lead to higher satisfaction in Non-grade A office ten-ants, responsive customer orientation practices lead to greater satisfaction in grade A office tenants. The latter tend to be more satisfied with Grade A office and thus loyal. Theoretical and managerial implications are discussed.
Keyword : customer orientation, office space performance, attention based view, office building grade, satisfaction, loyalty, PLS-SEM
How to Cite
Cheah, J.-H., Ng, S.-I., Ting, H., Memon, M. A., & Loo, S. C. S. (2019). Customer orientation and office space performance: assessing the moderating effect of building grade using PLS-MGA. International Journal of Strategic Property Management, 23(2), 117-129. https://doi.org/10.3846/ijspm.2019.7437
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
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Appel-Meulenbroek, R. (2008). Managing “keep” factors of office tenants to raise satisfaction and loyalty. Property Management, 26(1), 43-55. https://doi.org/10.1108/02637470810848886
Atuahene‐Gima, K., Slater, S. F., & Olson, E. M. (2005). The contingent value of responsive and proactive market orientations for new product program performance. Journal of Product Innovation Management, 22(6), 464-482. https://doi.org/10.1111/j.1540-5885.2005.00144.x
Beverland, M., Farrelly, F., & Woodhatch, Z. (2004). The role of value change management in relationship dissolution: hygiene and motivational factors. Journal of Marketing Management, 20(9-10), 927-939. https://doi.org/10.1362/0267257042405295
Birkeland, B., & Bettini, L. (1995). Finetuning tenant surveys. Journal of Property Management, 60(3), 26-30.
Blankson, C., & Crawford, J. C. (2012). Impact of positioning strategies on service firm performance. Journal of Business Research, 65(3), 311-316. https://doi.org/10.1016/j.jbusres.2011.03.013
Blocker, C. P., Flint, D. J., Myers, M. B., & Slater, S. F. (2011). Proactive customer orientation and its role for creating customer value in global markets. Journal of the Academy of Marketing Science, 39(2), 216-233. https://doi.org/10.1007/s11747-010-0202-9
Cheah, J. H., Ng, S. I., Lee, C., & Teoh, K. G. C. (2014). Assessing technical and functional features of office buildings and their effects on satisfaction and loyalty. International Journal of Economics and Management, 8(S), 137-176.
Cheah, J. H., Ng, S. I., Teoh, K. G. C., & Lee, C. (2015). Factors affecting office rent in Kuala Lumpur (KL). International Journal of Economics and Management, 9(S), 115-134.
Cohen, J. (1988). Statistical power analysis for the behavioural sciences New York. NY: Academic.
Cropanzano, R., & Mitchell, M. S. (2005). Social exchange theory: an interdisciplinary review. Journal of Management, 31(6), 874-900. https://doi.org/10.1177/0149206305279602
Day, G. S. (2011). Closing the marketing capabilities gap. Journal of Marketing, 75(4), 183-195. https://doi.org/10.1509/jmkg.75.4.183
Doney, P. M., & Cannon, J. P. (1997). An examination of the nature of trust in buyer-seller relationships. The Journal of Marketing, 61(2), 35-51.
Eggert, A., Ulaga, W., & Schultz, F. (2006). Value creation in the relationship life cycle: a quasi-longitudinal analysis. Industrial Marketing Management, 35(1), 20-27. https://doi.org/10.1016/j.indmarman.2005.07.003
Faul, F., Erdfelder, E., Lang, A. G., & Buchner, A. (2007). G* Power 3: a flexible statistical power analysis program for the social, behavioral, and biomedical sciences. Behavior Research Methods, 39(2), 175-191. https://doi.org/10.3758/BF03193146
Flint, D. J., & Woodruff, R. B. (2001). The initiators of changes in customers’ desired value: results from a theory building study. Industrial Marketing Management, 30(4), 321-337. https://doi.org/10.1016/S0019-8501(99)00117-0
Flint, D. J., Woodruff, R. B., & Gardial, S. F. (2002). Exploring the phenomenon of customers’ desired value change in a business-to-business context. Journal of Marketing, 66(4), 102-117. https://doi.org/10.1509/jmkg.66.4.102.18517
Fornell, C., & Cha, J. (1994). Partial least squares. Advanced Methods of Marketing Research, 407(3), 52-78.
Gambero, D. (2014). The “Propenomics” of economic performance and commercial property market: gentrification of office space. Kuala Lumpur: REI Group of Companies. Retrieved from http://www.malaysiapropertyinc.com/presentation slides2/Daniel Gambero.pdf
Geisser, S. (1975). The predictive sample reuse method with applications. Journal of the American Statistical Associa-tion, 70(350), 320-328. https://doi.org/10.1080/01621459.1975.10479865
Gold, A. H., & Arvind Malhotra, A. H. S. (2001). Knowledge management: an organizational capabilities perspective. Journal of Management Information Systems, 18(1), 185-214. https://doi.org/10.1080/07421222.2001.11045669
Hair, Jr., J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Thousand Oaks, CA: Sage Publications, Inc.
Hair, J. F., Gabriel, M. L. D. S., & Patel, V. K. (2014). AMOS covariance-based structural equation modeling (CB-SEM): guidelines on its application as a marketing research tool. Brazilian of Journal of Marketing, 13(2), 43-55. https://doi.org/10.5585/remark.v13i2.2718
Henseler, J., Dijkstra, T. K., Sarstedt, M., Ringle, C. M., Diamantopoulos, A., Straub, D. W., Ketchen, D. J., Hair, J. F., Hult, T. M., & Calantone, R. J. (2014). Common beliefs and reality about PLS: comments on Rönkkö and Evermann (2013). Organizational Research Methods, 17(2), 182-209. https://doi.org/10.1177/1094428114526928
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115-135. https://doi.org/10.1007/s11747-014-0403-8
Henseler, J., Ringle, C. M., & Sarstedt, M. (2016). Testing measurement invariance of composites using partial least squares. International Marketing Review, 33(3), 405-431. https://doi.org/10.1108/IMR-09-2014-0304
Hu, L. T., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: conventional criteria versus new alternatives. Structural Equation Modeling: a Multidisciplinary Journal, 6(1), 1-55. https://doi.org/10.1080/10705519909540118
Isa, M. Z., & Ismail, M. (2016). Customer satisfaction in the management of public office buildings: evidence from Malaysia. In International Real Estate Research Symposium (IRERS) 2006 (pp. 1-25). Kuala Lumpur.
Jaworski, B. J., & Kohli, A. K. (1993). Market orientation: antecedents and consequences. The Journal of Marketing, 57(3), 53-70. https://doi.org/10.1177/002224299305700304
Jaworski, B., Kohli, A. K., & Sahay, A. (2000). Market-driven versus driving markets. Journal of the Academy of Marketing Science, 28(1), 45-54. https://doi.org/10.1177/0092070300281005
Jones, B. D., & Baumgartner, F. R. (2005). The politics of attention. How government prioritizes problems. University of Chicago Press.
Kline, R. B. (2011). Principles and practice of structural equation modeling. Guilford Publications Press.
Kohli, A. K., & Jaworski, B. J. (1990). Market orientation: the construct, research propositions, and managerial implications. The Journal of Marketing, 54(2), 1-18. https://doi.org/10.1177/002224299005400201
Lam, S. Y., Shankar, V., Erramilli, M. K., & Murthy, B. (2004). Customer value, satisfaction, loyalty, and switching costs: an illustration from a business-to-business service context. Journal of the Academy of Marketing Science, 32(3), 293-311. https://doi.org/10.1177/0092070304263330
Lawler, E. J. (2001). An affect theory of social exchange1. American Journal of Sociology, 107(2), 321-352. https://doi.org/10.1086/324071
McCarthy, I. P., & Gordon, B. R. (2011). Achieving contextual ambidexterity in R&D organizations: a management control system approach. R&D Management, 41(3), 240-258. https://doi.org/10.1111/j.1467-9310.2011.00642.x
Mittal, V., & Kamakura, W. A. (2001). Satisfaction, repurchase intent, and repurchase behavior: investigating the moderating effect of customer characteristics. Journal of Marketing Research, 38(1), 131-142. https://doi.org/10.1509/jmkr.38.1.131.18832
Narver, J. C., & Slater, S. F. (1990). The effect of a market orientation on business profitability. The Journal of Marketing, 20-35. https://doi.org/10.1177/002224299005400403
Narver, J. C., Slater, S. F., & MacLachlan, D. L. (2004). Responsive and proactive market orientation and new product suc-cess. Journal of Product Innovation Management, 21(5), 334-347. https://doi.org/10.1111/j.0737-6782.2004.00086.x
Norwell, W. D., & Stevens, V. A. (1992). Tracking retention efforts. Journal of Property Management, 57(2), 24-28.
Nunnally, J. C., & Bernstein, I. H. (1994). Psychometric theory. New York, NY: McGraw Hill.
Ocasio, W. (1997). Towards an attention-based view of the firm. Strategic Management Journal, 18(S1), 187-206. https://doi.org/10.1002/(SICI)1097-0266(199707)18:1+<187::AID-SMJ936>3.3.CO;2-B
Ocasio, W. (2011). Attention to attention. Organization Science, 22(5), 1286-1296. https://doi.org/10.1287/orsc.1100.0602
Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460-469. https://doi.org/10.1177/002224378001700405
Oliver, R. L. (2014). Satisfaction: A behavioral perspective on the consumer. New York: Routledge. https://doi.org/10.4324/9781315700892
Oliver, R. L., Rust, R. T., & Varki, S. (1997). Customer delight: foundations, findings, and managerial insight. Journal of Retailing, 73(3), 311-336. https://doi.org/10.1016/S0022-4359(97)90021-X
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1994). Reassessment of expectations as a comparison standard in measuring service quality: implications for further research. Journal of Marketing, 58, 111-124. https://doi.org/10.1177/002224299405800109
Podsakoff, P. M., & Organ, D. W. (1986). Self-reports in organizational research: problems and prospects. Journal of Management, 12(4), 531-544. https://doi.org/10.1177/014920638601200408
Ringle, C. M., Wende, S., & Becker, J. M. (2015). SmartPLS 3. Boenningstedt: SmartPLS GmbH. Retrieved from http://www. smartpls.com
Rust, R. T., & Zahorik, A. J. (1993). Customer satisfaction, customer retention, and market share. Journal of Retailing, 69(2), 193-215. https://doi.org/10.1016/0022-4359(93)90003-2
Sanderson, C. D., & Edwards, M. V. (2016). Determinants of satisfaction amongst tenants of UK offices. Journal of Corporate Real Estate, 18(2), 102-131. https://doi.org/10.1108/JCRE-09-2015-0022
Sarstedt, M., Henseler, J., & Ringle, C. M. (2011). Multigroup analysis in Partial Least Squares (PLS) path modeling: alternative methods and empirical results. Advances in International Marketing, 22, 195-218. https://doi.org/10.1108/S1474-7979(2011)0000022012
Schiffman, L. G., & Kanuk, L. L. (2007). Customer behavior. New Jersey: Pearson Education, Inc.
Slater, S. F., & Narver, J. C. (1998). Research notes and communications customer-led and market-oriented: let’s not confuse the two. Strategic Management Journal, 19(10), 1001-1006. https://doi.org/10.1002/(SICI)1097-0266(199810)19:10<1001::AID-SMJ996>3.0.CO;2-4
Song, Y., & Yan, Z. (2006). Customer satisfaction theory applied in the housing industry: an empirical study of low-priced housing in Beijing. Tsinghua Science & Technology, 11(6), 667-674. https://doi.org/10.1016/S1007-0214(06)70249-8
Stone, M. (1974). Cross-validatory choice and assessment of statistical predictions. Journal of the Royal Statistical Society. 36(1), 111-147.
Thornton, P. H., & Ocasio, W. (2008). Institutional logics. The Sage Handbook of Organizational Institutionalism, 840, 99-128. https://doi.org/10.4135/9781849200387.n4
Ting, K. H. (2002). Kuala Lumpur class-a office rent index. The Research and Consultancy Bureau, University of Technology MARA: Malaysia.
Vargo, S. L., & Lusch, R. F. (2004). Evolving to a new dominant logic for marketing. Journal of Marketing, 68(1), 1-17. https://doi.org/10.1509/jmkg.68.1.1.24036
Woodruff, R. B. (1997). Customer value: the next source for competitive advantage. Journal of the Academy of Marketing Science, 25(2), 139-153. https://doi.org/10.1007/BF02894350
Anderson, E. W., & Sullivan, M. W. (1993). The antecedents and consequences of customer satisfaction for firms. Marketing Science, 12(2), 125-143. https://doi.org/10.1287/mksc.12.2.125
Appel-Meulenbroek, R. (2008). Managing “keep” factors of office tenants to raise satisfaction and loyalty. Property Management, 26(1), 43-55. https://doi.org/10.1108/02637470810848886
Atuahene‐Gima, K., Slater, S. F., & Olson, E. M. (2005). The contingent value of responsive and proactive market orientations for new product program performance. Journal of Product Innovation Management, 22(6), 464-482. https://doi.org/10.1111/j.1540-5885.2005.00144.x
Beverland, M., Farrelly, F., & Woodhatch, Z. (2004). The role of value change management in relationship dissolution: hygiene and motivational factors. Journal of Marketing Management, 20(9-10), 927-939. https://doi.org/10.1362/0267257042405295
Birkeland, B., & Bettini, L. (1995). Finetuning tenant surveys. Journal of Property Management, 60(3), 26-30.
Blankson, C., & Crawford, J. C. (2012). Impact of positioning strategies on service firm performance. Journal of Business Research, 65(3), 311-316. https://doi.org/10.1016/j.jbusres.2011.03.013
Blocker, C. P., Flint, D. J., Myers, M. B., & Slater, S. F. (2011). Proactive customer orientation and its role for creating customer value in global markets. Journal of the Academy of Marketing Science, 39(2), 216-233. https://doi.org/10.1007/s11747-010-0202-9
Cheah, J. H., Ng, S. I., Lee, C., & Teoh, K. G. C. (2014). Assessing technical and functional features of office buildings and their effects on satisfaction and loyalty. International Journal of Economics and Management, 8(S), 137-176.
Cheah, J. H., Ng, S. I., Teoh, K. G. C., & Lee, C. (2015). Factors affecting office rent in Kuala Lumpur (KL). International Journal of Economics and Management, 9(S), 115-134.
Cohen, J. (1988). Statistical power analysis for the behavioural sciences New York. NY: Academic.
Cropanzano, R., & Mitchell, M. S. (2005). Social exchange theory: an interdisciplinary review. Journal of Management, 31(6), 874-900. https://doi.org/10.1177/0149206305279602
Day, G. S. (2011). Closing the marketing capabilities gap. Journal of Marketing, 75(4), 183-195. https://doi.org/10.1509/jmkg.75.4.183
Doney, P. M., & Cannon, J. P. (1997). An examination of the nature of trust in buyer-seller relationships. The Journal of Marketing, 61(2), 35-51.
Eggert, A., Ulaga, W., & Schultz, F. (2006). Value creation in the relationship life cycle: a quasi-longitudinal analysis. Industrial Marketing Management, 35(1), 20-27. https://doi.org/10.1016/j.indmarman.2005.07.003
Faul, F., Erdfelder, E., Lang, A. G., & Buchner, A. (2007). G* Power 3: a flexible statistical power analysis program for the social, behavioral, and biomedical sciences. Behavior Research Methods, 39(2), 175-191. https://doi.org/10.3758/BF03193146
Flint, D. J., & Woodruff, R. B. (2001). The initiators of changes in customers’ desired value: results from a theory building study. Industrial Marketing Management, 30(4), 321-337. https://doi.org/10.1016/S0019-8501(99)00117-0
Flint, D. J., Woodruff, R. B., & Gardial, S. F. (2002). Exploring the phenomenon of customers’ desired value change in a business-to-business context. Journal of Marketing, 66(4), 102-117. https://doi.org/10.1509/jmkg.66.4.102.18517
Fornell, C., & Cha, J. (1994). Partial least squares. Advanced Methods of Marketing Research, 407(3), 52-78.
Gambero, D. (2014). The “Propenomics” of economic performance and commercial property market: gentrification of office space. Kuala Lumpur: REI Group of Companies. Retrieved from http://www.malaysiapropertyinc.com/presentation slides2/Daniel Gambero.pdf
Geisser, S. (1975). The predictive sample reuse method with applications. Journal of the American Statistical Associa-tion, 70(350), 320-328. https://doi.org/10.1080/01621459.1975.10479865
Gold, A. H., & Arvind Malhotra, A. H. S. (2001). Knowledge management: an organizational capabilities perspective. Journal of Management Information Systems, 18(1), 185-214. https://doi.org/10.1080/07421222.2001.11045669
Hair, Jr., J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Thousand Oaks, CA: Sage Publications, Inc.
Hair, J. F., Gabriel, M. L. D. S., & Patel, V. K. (2014). AMOS covariance-based structural equation modeling (CB-SEM): guidelines on its application as a marketing research tool. Brazilian of Journal of Marketing, 13(2), 43-55. https://doi.org/10.5585/remark.v13i2.2718
Henseler, J., Dijkstra, T. K., Sarstedt, M., Ringle, C. M., Diamantopoulos, A., Straub, D. W., Ketchen, D. J., Hair, J. F., Hult, T. M., & Calantone, R. J. (2014). Common beliefs and reality about PLS: comments on Rönkkö and Evermann (2013). Organizational Research Methods, 17(2), 182-209. https://doi.org/10.1177/1094428114526928
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115-135. https://doi.org/10.1007/s11747-014-0403-8
Henseler, J., Ringle, C. M., & Sarstedt, M. (2016). Testing measurement invariance of composites using partial least squares. International Marketing Review, 33(3), 405-431. https://doi.org/10.1108/IMR-09-2014-0304
Hu, L. T., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: conventional criteria versus new alternatives. Structural Equation Modeling: a Multidisciplinary Journal, 6(1), 1-55. https://doi.org/10.1080/10705519909540118
Isa, M. Z., & Ismail, M. (2016). Customer satisfaction in the management of public office buildings: evidence from Malaysia. In International Real Estate Research Symposium (IRERS) 2006 (pp. 1-25). Kuala Lumpur.
Jaworski, B. J., & Kohli, A. K. (1993). Market orientation: antecedents and consequences. The Journal of Marketing, 57(3), 53-70. https://doi.org/10.1177/002224299305700304
Jaworski, B., Kohli, A. K., & Sahay, A. (2000). Market-driven versus driving markets. Journal of the Academy of Marketing Science, 28(1), 45-54. https://doi.org/10.1177/0092070300281005
Jones, B. D., & Baumgartner, F. R. (2005). The politics of attention. How government prioritizes problems. University of Chicago Press.
Kline, R. B. (2011). Principles and practice of structural equation modeling. Guilford Publications Press.
Kohli, A. K., & Jaworski, B. J. (1990). Market orientation: the construct, research propositions, and managerial implications. The Journal of Marketing, 54(2), 1-18. https://doi.org/10.1177/002224299005400201
Lam, S. Y., Shankar, V., Erramilli, M. K., & Murthy, B. (2004). Customer value, satisfaction, loyalty, and switching costs: an illustration from a business-to-business service context. Journal of the Academy of Marketing Science, 32(3), 293-311. https://doi.org/10.1177/0092070304263330
Lawler, E. J. (2001). An affect theory of social exchange1. American Journal of Sociology, 107(2), 321-352. https://doi.org/10.1086/324071
McCarthy, I. P., & Gordon, B. R. (2011). Achieving contextual ambidexterity in R&D organizations: a management control system approach. R&D Management, 41(3), 240-258. https://doi.org/10.1111/j.1467-9310.2011.00642.x
Mittal, V., & Kamakura, W. A. (2001). Satisfaction, repurchase intent, and repurchase behavior: investigating the moderating effect of customer characteristics. Journal of Marketing Research, 38(1), 131-142. https://doi.org/10.1509/jmkr.38.1.131.18832
Narver, J. C., & Slater, S. F. (1990). The effect of a market orientation on business profitability. The Journal of Marketing, 20-35. https://doi.org/10.1177/002224299005400403
Narver, J. C., Slater, S. F., & MacLachlan, D. L. (2004). Responsive and proactive market orientation and new product suc-cess. Journal of Product Innovation Management, 21(5), 334-347. https://doi.org/10.1111/j.0737-6782.2004.00086.x
Norwell, W. D., & Stevens, V. A. (1992). Tracking retention efforts. Journal of Property Management, 57(2), 24-28.
Nunnally, J. C., & Bernstein, I. H. (1994). Psychometric theory. New York, NY: McGraw Hill.
Ocasio, W. (1997). Towards an attention-based view of the firm. Strategic Management Journal, 18(S1), 187-206. https://doi.org/10.1002/(SICI)1097-0266(199707)18:1+<187::AID-SMJ936>3.3.CO;2-B
Ocasio, W. (2011). Attention to attention. Organization Science, 22(5), 1286-1296. https://doi.org/10.1287/orsc.1100.0602
Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460-469. https://doi.org/10.1177/002224378001700405
Oliver, R. L. (2014). Satisfaction: A behavioral perspective on the consumer. New York: Routledge. https://doi.org/10.4324/9781315700892
Oliver, R. L., Rust, R. T., & Varki, S. (1997). Customer delight: foundations, findings, and managerial insight. Journal of Retailing, 73(3), 311-336. https://doi.org/10.1016/S0022-4359(97)90021-X
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1994). Reassessment of expectations as a comparison standard in measuring service quality: implications for further research. Journal of Marketing, 58, 111-124. https://doi.org/10.1177/002224299405800109
Podsakoff, P. M., & Organ, D. W. (1986). Self-reports in organizational research: problems and prospects. Journal of Management, 12(4), 531-544. https://doi.org/10.1177/014920638601200408
Ringle, C. M., Wende, S., & Becker, J. M. (2015). SmartPLS 3. Boenningstedt: SmartPLS GmbH. Retrieved from http://www. smartpls.com
Rust, R. T., & Zahorik, A. J. (1993). Customer satisfaction, customer retention, and market share. Journal of Retailing, 69(2), 193-215. https://doi.org/10.1016/0022-4359(93)90003-2
Sanderson, C. D., & Edwards, M. V. (2016). Determinants of satisfaction amongst tenants of UK offices. Journal of Corporate Real Estate, 18(2), 102-131. https://doi.org/10.1108/JCRE-09-2015-0022
Sarstedt, M., Henseler, J., & Ringle, C. M. (2011). Multigroup analysis in Partial Least Squares (PLS) path modeling: alternative methods and empirical results. Advances in International Marketing, 22, 195-218. https://doi.org/10.1108/S1474-7979(2011)0000022012
Schiffman, L. G., & Kanuk, L. L. (2007). Customer behavior. New Jersey: Pearson Education, Inc.
Slater, S. F., & Narver, J. C. (1998). Research notes and communications customer-led and market-oriented: let’s not confuse the two. Strategic Management Journal, 19(10), 1001-1006. https://doi.org/10.1002/(SICI)1097-0266(199810)19:10<1001::AID-SMJ996>3.0.CO;2-4
Song, Y., & Yan, Z. (2006). Customer satisfaction theory applied in the housing industry: an empirical study of low-priced housing in Beijing. Tsinghua Science & Technology, 11(6), 667-674. https://doi.org/10.1016/S1007-0214(06)70249-8
Stone, M. (1974). Cross-validatory choice and assessment of statistical predictions. Journal of the Royal Statistical Society. 36(1), 111-147.
Thornton, P. H., & Ocasio, W. (2008). Institutional logics. The Sage Handbook of Organizational Institutionalism, 840, 99-128. https://doi.org/10.4135/9781849200387.n4
Ting, K. H. (2002). Kuala Lumpur class-a office rent index. The Research and Consultancy Bureau, University of Technology MARA: Malaysia.
Vargo, S. L., & Lusch, R. F. (2004). Evolving to a new dominant logic for marketing. Journal of Marketing, 68(1), 1-17. https://doi.org/10.1509/jmkg.68.1.1.24036
Woodruff, R. B. (1997). Customer value: the next source for competitive advantage. Journal of the Academy of Marketing Science, 25(2), 139-153. https://doi.org/10.1007/BF02894350