PURPOSE: The purpose of this study is to deepen our understanding of the extent to which a firm's customer orientation practice, and the outcome thereof, is affected by its network of exchange relationships.

METHODOLOGY/APPROACH: Building on a network approach, multiple case studies are used to highlight firms' customer-orientation and the effects thereof.

FINDINGS: Close, regular and extensive interaction and exchanges with customers and third parties have enabled each of the firms in this study to win and retain important customers over the years.

Research Implications/Limitations : Each of the PSFs' (professional services firms) customer orientation, with its concomitant result, has been facilitated by mutual value creation by the sellers and the buyers plus the sellers' exchange relationships with third parties. However, customers' interconnected relationships and a broader quantitative study incorporating several services firms need be explored in further studies.

ORIGINALITY/VALUE/CONTRIBUTION: The study provides insights into how a PSF utilizes its own capabilities and complementary capabilities from third parties to create superior value and satisfaction to customers.