L'orientation client est-elle génératrice de performance pour l'entreprise ? Pour répondre à cette question, nous examinons l'impact de l'orientation client sur la performance de plus de 7 500 entreprises françaises. Nos résultats indiquent que l'orientation client améliore significativement leurs performances mesurées par les logarithmes du profit et de l'excédent brut d'exploitation (EBITDA) par salarié(e). De plus, il existe un effet indirect qui varie selon l'environnement de marché. En fait, les résultats indiquent que l'effet positif de l'orientation client sur la profitabilité par salarié(e) et l'EBITDA par salarié(e) est d'autant plus fort quand les marchés sont en croissance, très concurrentiels et en situation d'incertitude.
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