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    National Tsing Hua University Institutional Repository > 科技管理學院  > 科技管理研究所 > 期刊論文 >  Supplier market orientation and accommodation of the customer in different relationship phases


    Please use this identifier to cite or link to this item: http://nthur.lib.nthu.edu.tw/dspace/handle/987654321/61789


    Title: Supplier market orientation and accommodation of the customer in different relationship phases
    Authors: Hsieh YC;Chiu HC;Hsu YC
    教師: 丘宏昌
    Date: 2008
    Publisher: Elsevier
    Relation: Industrial Marketing Management,Elsevier ,37(4), 380-393,2008
    Keywords: FLEXIBILITY
    PROFITABILITY
    STRATEGY
    FIRMS
    QUALITY
    MAINLAND CHINA
    ORGANIZATIONAL PERFORMANCE
    RELATIONSHIP SATISFACTION
    MEASUREMENT ERROR
    INDUSTRIAL-MARKETS
    Abstract: As customers' needs have changed rapidly, market orientation has become a more primary focus of marketing literature. This study explores the strategies market-oriented suppliers use to accommodate customer needs. In addition, because buyer-seller relationships proceed through phases characterized by distinct behaviors, this study explores the relationship between market orientation and accommodation strategies over the course of the buyer-seller relationship lifecycle. The results show that market-oriented firms use flexibility and relationship-specific adaptation as accommodation strategies. Also, three market orientation components (customer orientation, competitor orientation, and interfunctional coordination) relate differently to flexibility and relationship-specific adaptation during the relationship lifecycle. Finally, accommodation strategies significantly mediate the effects of the three market orientation components on customer satisfaction. Thus, market-oriented firms can satisfy their customers and avoid an overreliance on current relationships by emphasizing either flexibility or relationship-specific adaptations that correspond to the lifecycle of the relationship.
    URI: www.elsevier.com/
    http://nthur.lib.nthu.edu.tw/dspace/handle/987654321/61789
    Appears in Collections:[科技管理研究所] 期刊論文

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