Research On Marketing Orientation, Organization Learning And Logistics Service Quality Relationship

With the rapid development of China’s economy and the increasing competition of enterprises, service quality is becoming a key factor. However, judging from the current academic research, most of scholars mainly focus on the evaluation of service quality and the construction of its model, which is not enough for the long-term development of the enterprise. In order to maintain the competitive advantage in the fierce market competition, enterprises must improve their service quality. On the one hand, market orientation as a kind of strategic choice for the enterprise, which can continuously create the advantage value on the basis of fully understand the target customers; but meanwhile it can also make the enterprise pay attention to the competitors’moves and respond to their strategic motivation timely, so as to improve the enterprise’s competitiveness. On the other hand, the importance of organizational learning ability has increasingly highlighted in the complex competitive environment, and how to promote the process of inter-organizational learning and further improve the quality of service is becoming particularly important. However, the combination of these three key words, there is few scholars concentrate on the influence of market orientation on organizational learning and service quality.Therefore, this paper is based on the analysis of previous scholars’ relevant theory on market orientation and organizational learning to find out the possible direction and space of development, and explain the basic question of "Market orientation is how to affect the quality of service". Firstly, this paper builds a theoretical framework model of Market Orientation, Organizational Learning, and Service Quality; Secondly, according to the existing mature measurement scales of market orientation, organizational learning and service quality, which are revised and integrated into a questionnaire to make a survey of the logistics enterprises in the major cities of Liaoning Province, and analyze 151 valid questionnaires by using SPSS 16.0 statistical software, testing the mechanism of interaction between the variables; Finally, this paper summarizes the research conclusions to enrich and extend academic exploration areas of market orientation; giving some decision support and management suggestions on how to improve and enhance the service quality for China’s service enterprises which grow up in the fierce dynamic environmentThe main conclusions are as follows:(1) Market Orientation has a significant positive effect on Service Quality. Both Customer Orientation and Competitor Orientation have a significant positive effect on Service Quality.(2) Organizational Learning has a significant positive effect on the Service Quality, Learning Commitment, Shared Vision and Open Mind have a significant positive impact on the Service Quality.(3) Market Orientation has a significant positive effect on Organizational Learning, and Customer Orientation has a significant positive impact on Learning Commitment, Shared Vision and Open Mind, meanwhile Competitor Orientation has a significant positive effect on Learning Commitment, Shared Vision and Open Mind.(4) Organizational Learning plays an intermediary role in the relationship between Market Orientation and Service Quality, in which Learning Commitment, Shared Vision and Open Mind are partially mediated by Customer Orientation and Competitor Orientation.The possible innovation points of this paper are mainly embodied in two aspects:(1) Previous scholars pay more attention to the influence of market orientation, organizational learning on new product innovation, enterprise performance, but there is relatively rare in the quality of logistics service as the dependent variable; And this paper studies the mechanism of market orientation, organization learning and logistics service quality.(2) Most of the Previous literature survey methods are from the perspective of customer, this paper is to construct a theoretical model of market orientation and organizational learning, which is based on the perspective of enterprise self evaluation, and is revealed the key influence path of market orientation and organizational learning on logistics service quality.Based on the above research conclusions, this paper puts forward the following three suggestions on how to improve the quality of service:Firstly, on the premise of focusing on both customer orientation and competitor orientation, lay special emphasis on customer orientation. Secondly, strengthen organizational learning capability and build learning organization. Thirdly, establish logistics service quality evaluation and control system, explore and reveal the important factors that affect the quality of service.