Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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The Role of Mediators, Salespeople's Job Satisfaction and Customer Satisfaction Between Market Orientation and Performance of Apparel Firms

의류업체의 시장지향성과 성과 간 판매원 만족과 고객만족의 매개적 역할

  • 최선형 (가톨릭대학교 의류학전공)
  • Published : 2003.06.01
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Abstract

Recent Studies have shown evidence of a positive relationship between market orientation and performance. However, some scholars have suggested that customer satisfaction, salespeople's job satisfaction, and product quality etc. could moderate this relationship. According to the increase of market oriented efforts of apparel firms and importance of the salespeople's role, this study focuses on the effect of market orientation on performance of apparel firms through the salespeople's job satisfaction and customer satisfaction. It is found that market orientation has a positive effect on the salespeople's job satisfaction and customer satisfaction. The salesperson's job satisfaction was found to influence on the performance through the customer satisfaction. The customer satisfaction has strong influence on the performance directly. Market orientation appears to provide a unifying focus for the efforts of salespeople within the organization, thereby leading to customer satisfaction and superior performance.

Keywords

References

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