Social Marketing Customer Orientation: A Conceptualization, Typology, and Conceptual Framework

Abstract

There has been increased application of the customer orientation concept in social marketing. While an organizational-level customer orientation concept has been adapted in nonprofit settings, there is little understanding of the behavioral concept in social marketing. This conceptual article draws from theory and research in the areas of customer orientation and social influence to propose a conceptualization of an employee-level customer orientation concept in social marketing services termed social marketing customer orientation (SMCO). SMCO consists of five key dimensions: fairness and respect, involvement, extension of care, expertise, and authoritative influence. The article further proposes a typology based on varying degrees of concern and influence, and a conceptual framework of the key outcomes. An increased understanding of customer-oriented behaviors suited for welfare goals in social marketing presents a basis for future research to delineate or operationalize the concept.

Keywords:

• service employees
• social marketing
• customer orientation
• social influence

Acknowledgments

The author thanks Dr. Marie-Louise Fry for feedback on the draft of this paper.