Title :
A Reexamination of Customer Orientation and Business Performance: From a Cultural Perspective
Author :
Yang, Zhang ; Xu, Zhang ; Da-hai, Dong
Author_Institution :
Sch. of Manage., Dalian Univ. of Technol.
Abstract :
As the most foundation of market orientation, which is the cornerstone of modern marketing thought, customer orientation is the focus in theory and practice. This study reexamined the direct relationship between customer orientation and business performance from a cultural perspective, and showed the moderating effects of manufacturing versus service firms non-nation-own versus nation-own firms and small versus big firms. Based on the scales of customer orientation and performance, a research questionnaire was developed for the study and data were collected from 116 firms. The result showed a significant positive relationship of customer orientation and business performance. And the relationship between customer orientation and business performance is stronger in non-nation-own firms than in nation-own firms. So did in manufacturing firms and service firms; small firms and big firms. Research limitations and agenda are also mentioned at the end of the paper
Keywords :
customer services; manufacturing industries; marketing; organisational aspects; service industries; big firms; business performance; business size; cultural perspective; customer orientation; firm ownership; industrial sector; manufacturing firms; market orientation; nation-own firms; nonnation-own firms; service firms; small firms; Business; Cultural differences; Industrial relations; Manufacturing industries; Marketing management; Particle measurements; Profitability; Technology management; Testing; Business performance; Business size; Customer orientation; Industrial sector; Ownership of firms;
Conference_Titel :
Management Science and Engineering, 2006. ICMSE '06. 2006 International Conference on
Conference_Location :
Lille
Print_ISBN :
7-5603-2355-3
DOI :
10.1109/ICMSE.2006.314241
