Market Orientation And Business Performance

Market orientation (MO) is the central of modern marketing strategies and management, which is the chief precondition of enterprise to actualize competition predominance and customer value. And MO has been widely paid attention to since it come out. Due to the importance of MO concept, lots of researches have been widely studied on the relationship between MO and enterprise performance (EP). The scholars generally operate MKTOR (Narver & Slater, 1990) and MARKOR (Jaworsk & Kohli, 1993) scales to study the relationship between MO and EP. But the results were difference. Many studies have found a positive relationship between MO and EP, but various other studies have found no direct relationship between them. For Chinese service enterprise, a variety of property is incorporate, marketing diversity is large, and the development is imbalance. There is rarely research on the topic of MO and EP of Chinese service, except for Professor Yu Hongyan's research (2006). Therefore researches on the relationship between MO and EP of Chinese service are very important, which can increase Chinese service competition predominance and promote service development.This study introduces organization learning and service innovation as mediating variables to discuss the effect of MO on Chinese service. It constructs the conceptual model, which incorporates MO, organization learning, service innovation, and EP into it as four variables. And it gives seven hypotheses: H1, MO has a direct positive impact on EP; H2, MO has a direct positive impact on organization learning; H3, Organization learning has a direct positive impact on EP; H4, MO has a direct positive impact on service innovation; H5, Service innovation has a direct positive impact on EP; H6, Organization learning is the mediating variable among MO and EP; H7, Service innovation is mediating variable among MO and EP. This research was as Chang Chun service enterprise for example. Data were collected by interviews, the number of valid questionnaires was 138. The result of confirmatory factor analysis showed that the scales had good reliability and validity and the data collected by which could be analyzed to test the model. A structural equations models (SEM) methodology was employed to test hypotheses. The fit of the overall model to the data were quite good, and the parameters could be taken to the hypotheses.The main conclusion of this study include: 1, In Chinese service environment, MO has no direct positive impact but indirect impact on EP, through other factor. 2, MO has a direct positive impact on organization learning. Improving MO could increase the organization learning in Chinese service. 3, Organization learning has no direct positive impact on EP. The service might not have good EP though it has better Organization learning. 4, MO has a direct positive impact on service innovation. The higher the MO level is, the better the service innovation ability is. 5, Service innovation has a direct positive impact on EP. In service the enterprise should pay more attention to service innovation, which could help to improve MO. 6, Organization learning isn't the mediating variable among MO and EP in Chinese service. Improving organization learning has not direct impact on EP. 7, Service innovation is mediating variable among MO and EP. The enterprise will pay more attention on innovation, which has high MO level. Through the increase of service innovation, the EP can be improved. Giving some suggestion according to the research results:1, Pay attention to the actualization of MO. Enhance the learning and understanding of the MO concept. Carry out the MO concept inside the enterprise.2, Pay attention to the service innovation ability. The enterprise should pay more attention to the employee's innovation ability, which could provide better competition predominance and customer value.3, The enterprise should provide favorable external environment for service innovation. Develop service innovation ideation, provide the establishment for training employee, actualize relevant finance policy.4, Enhance organization learning ability. Improve the learning ability of enterpriser, increase the investment of employee training, extend the organization learning approach, establish corporate goal and desire.The actualization of MO is very important to enterprise. Enterprise actualizes MO to achieve the information of competitor and customer. Actualize the information sharing inside enterprise, through which could excitated the service innovation ability. In addition improve the EP.