TY - JOUR AU - R. Khan, Mustafa AU - M. Ghouri, Arsalan PY - 2018/12/01 Y2 - 2024/03/29 TI - Enhancing Customer Satisfaction and Loyalty through Customer-Defined Market Orientation and Customer Inspiration: A Critical Literature Review JF - International Business Education Journal JA - IBEJ VL - 11 IS - 1 SE - Articles DO - 10.37134/ibej.vol11.1.3.2018 UR - https://ejournal.upsi.edu.my/index.php/IBEJ/article/view/1440 SP - 25-39 AB - <p style="text-align: justify;">The aim of this paper is to conceptualize the significance of customer-defined market orientation in creating superior customer value and building long-term customer relationship which in turn increases the customer satisfaction and loyalty, moreover, the framework also theorized the mediating role of customer inspiration to strengthen the framework. A comprehensive review of latest conceptual and empirical literature was grounded to develop the propositions. Teachers and students of higher education institution shall be taken as a social lab for examining the propositions, and to report the empirical findings. The finding of this study provides a basis for developing a model to obtain customer satisfaction and loyalty. This study could be of practical value for organizations who want to improve satisfaction and loyalty among their customers, with a special focus on teachers and students since they are considered as a potential cluster of the market. This paper makes a significant contribution by developing a conceptual framework to improve customer satisfaction and customer loyalty through customer inspiration and customer-defined market orientation practices.</p> ER -