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Articles
  • The Effect of Market Orientation on the Use of Relation Marketing Promotion Tools and Performance   [EBM 2013]
  • Author(s)
  • Lin Jiun-Hung
  • ABSTRACT
  • This research extends the research results about the effect of market orientation on performance incorporating the relationship marketing theory and constructs an integrated framework. Most of the hypotheses proposed in the relationship marketing based marketing orientation framework of this research are empirical supported. The empirical result indicates that the mangers of service business of nowadays adopt market orientation as their management concepts. Market orientation also push service managers use relationship orientation promotion tools to retain frequent customer and transaction orientation promotion tools to attract potential consumers to be their customers and then improve their market performance as result. For the service business confront a keen competition environment should well manage the frequent customer market segment and non-frequent customer market segment simultaneously for survival.
  • KEYWORDS
  • LISREL; Relation Marketing; Marketing Orientation
  • References
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