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The Role of Mediators, Salespeople's Job Satisfaction and Customer Satisfaction Between Market Orientation and Performance of Apparel Firms  

최선형 (가톨릭대학교 의류학전공)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.27, no.6, 2003 , pp. 705-714 More about this Journal
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
market-orientation; salespeople's satisfaction; customer satisfaction; business performance;
Citations & Related Records
Times Cited By KSCI : 3  (Citation Analysis)
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