Empirical Study Of The Technical Staff Of Customer Orientation On Firm Performance

Customer-Orientation has become an important managing philosophy for the enterprises to gain success in their business. However, technicians always develop new products from the perspective of technology and self-development, which lead to the low success rate of new product development.In the first part of this paper, the relative literature at home and abroad has been reviewed and studied. Then one-to-one interviews and focus group discussions has been carried out with technicians. And investigations has been taken to analyse the effects of technicians' customer orientation view to the enterprises' performance through using the localized foreign scales. This kind of empirical study is very valuable theoretically and very significant practically.This paper took domestic high-tech enterprises as samples and analysed the effect of technicians' customer orientation view to the enterprises' performance from the perspective of technicians. The following is the main conclusion of the empirical study : the three dimensions, such as technicians' sense of client center, info-communication with clients and creation of customer value, have positive impact on the performance of enterprises. The success of this paper are:First, according to our China's national conditions, appropriate scales have been designed to measure the impact of technicians' customer orientation view on enterprises' performance; Second, this paper support a theoretical foundation for the recruitment, training and performance-management of technicians; Third, empirical evidence has been offered for the study of the impact of technicians' customer orientation view on enterprises' performance.At last, pertinent suggestions are given for Chinese enterprises in technological innovation and the development of technicians' customer orientation view. Significant change should be carried out in the management of high-tech enterprises. That is, it should not be focused on technology, but the demand of customers and oriented in the real existing demand and future demand of the customers. The final task is to combine technological innovation with creation of customer value organically.