Stakeholder Theory as a Mean to Understand Customer Orientation if there is more than One Customer Population

Although the concept of customer orientation has been widely discussed among marketing academics, existing studies do not account for settings where there is more than one customer population. we address this gap and explore customer orientation of free e-service providers as they operate in two- or multi-sided markets and hence have to serve the needs of two or more customer populations. Referring to stakeholder theory, we predict customer orientation on the basis of management’s perception of the salience of each of these customer populations.