nach oben

Erschienen in:

2016 | OriginalPaper | Buchkapitel

The Effects of Customer Orientation and Relationship Marketing on the Performance of Logistics Firms in Taiwan

verfasst von : Stephen W. Wang

Erschienen in: Celebrating America’s Pastimes: Baseball, Hot Dogs, Apple Pie and Marketing?

Verlag: Springer International Publishing

Einloggen

Aktivieren Sie unsere intelligente Suche, um passende Fachinhalte oder Patente zu finden.

search-config

KI-gestützte Suche

Aus

Abstract

Consistent with the research attention afforded to market orientation’s impact on logistics firm performance, the present study empirically investigates three seminal constructs underlying market orientation. Specifically, the research explores the relationship between customer orientation, customer trust, and customer commitment on logistics firm performance. More than 500 logistics employees and managers in one of the world’s most vital supply chain hubs, Taiwan, participated in the study. The posited measurement model was estimated using structural equation modeling. The data analysis revealed support for a customer orientation, customer trust/customer commitment, and firm performance causal chain. This causal chain suggests that the customer relationship management paradigm aligned with a market orientation approach is paramount to logistics firm performance.

Sie haben noch keine Lizenz? Dann Informieren Sie sich jetzt über unsere Produkte:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

über 102.000 Bücher
über 537 Zeitschriften

aus folgenden Fachgebieten:

Automobil + Motoren
Bauwesen + Immobilien
Business IT + Informatik
Elektrotechnik + Elektronik
Energie + Nachhaltigkeit
Finance + Banking
Management + Führung
Marketing + Vertrieb
Maschinenbau + Werkstoffe
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

Jetzt informieren

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

über 67.000 Bücher
über 340 Zeitschriften

aus folgenden Fachgebieten:

Bauwesen + Immobilien
Business IT + Informatik
Finance + Banking
Management + Führung
Marketing + Vertrieb
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

Jetzt informieren

Vorheriges Kapitel Can High-Status Local Partners Lead to Success in Developing Economies? Managing Quality, Order, and Opportunism in Emerging Markets

Nächstes Kapitel Price and Quality Value: Impacts on Store and Service Satisfaction

The terms market oriented, market driven, relationship orientation, and customer focused tend to be considered synonymous (e.g., Deshpande, Farley, and Webster, 1993; Deshpande and Webster, 1989; Shapiro, 1988; Slater and Narver, 1995) and are so used in this chapter.

Achrol, R. (1991). Evolution of the marketing organization: New forms for turbulent environments. Journal of Marketing, 55(4), 77–93.CrossRef

Aiken, L., & West, S. G. (1996). Multiple regression: Testing and interpreting interactions. Thousand Oaks, CA: Sage.

Altman, I., & Taylor, D. (1973). Social penetration: The development of interpersonal relationships. New York: Holt, Rinehart, and Winston.

Ambler, T., & Styles, C. (2000). The future of relational research in international marketing: Constructs and conduits. International Marketing Review, 17(6), 492–508.CrossRef

Anderson, J. (1987). An approach for confirmatory measurement and structural equation modeling of organizational properties. Management Science, 33(4), 525–541.CrossRef

Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411–423.CrossRef

Anderson, R. D., Jerman, R. E., & Crum, M. R. (1998). Quality management influences on logistics performance. Transportation Research Part E: Logistics and Transportation Review, 34(2), 137–148.CrossRef

Ang, S. H. (2000). The power of money: A cross-cultural analysis of business-related beliefs. Journal of World Business, 35(1), 43–60.CrossRef

Athanassopoulos, A. D. (2000). Customer satisfaction cues to support market segmentation and explain switching behavior. Journal of Business Research, 47(3), 191–207.CrossRef

Bagozzi, R., & Phillips, L. (1982). Representing and testing organizational theories: A holistic construal. Administrative Science Quarterly, 27(3), 459–489.CrossRef

Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74–94.CrossRef

Brady, M. K., & Cronin, J. J. (2001). Customer orientation: Effects on customer service perceptions and outcome behavior. Journal of Service Research, 3(3), 241–251.CrossRef

Buttery, E. A., & Wong, Y. H. (1999). The development of a Guanxi framework. Marketing Intelligence and Planning, 17(3), 147–155.CrossRef

Chapman, R., Soosay, C., & Kandampully, J. (2003). Innovation in logistics services and the new business model: A conceptual framework. International Journal of Physical Distribution and Logistics Management, 33(7), 630–650.CrossRef

Deshpandé, R., & Bowman, D. (2004). Tigers, dragons, and others: Profiling high performance in Asian firms. Journal of International Marketing, 12(3), 5–29.CrossRef

Deshpandé, R., & Farley, J. U. (1998). Measuring market orientation: Generalization and synthesis. Journal of Market Focused Management, 2(3), 213–232.CrossRef

Deshpandé, R., & Farley, J. U. (2004). Organizational culture, innovativeness and market orientation in Hong Kong five years after handover: What has changed? Journal of Marketing, 17(4), 53–73.

Deshpandé, R., & Webster, F. E. (1989). Organizational culture and marketing: Defining the research agenda. Journal of Marketing, 53(1), 3–15.CrossRef

Deshpandé, R. J., Farley, U., & Webster, F. E. (1993). Corporate culture, customer orientation, and innovativeness in Japanese firms: A quadrant analysis. Journal of Marketing, 57(1), 23–37.CrossRef

DiMaggio, P., & Powell, W. (1983). The iron cage revisited: Institutional isomorphism and collective rationality in organizational fields. American Sociological Review, 48(2), 147–160.CrossRef

Doney, P., & Cannon, J. (1997). An examination of the nature of trust in buyer–seller relationships. Journal of Marketing, 61(2), 35–51.CrossRef

Dwyer, F. R., & LaGace, R. R. (1986). On the nature and role of buyer-seller trust. In T. Shimp et al. (Eds.), AMA summer educators conference proceedings (pp. 40–45). Chicago: American Marketing Association.

Farh, J. L., Tsui, A., Xin, K., & Cheng, B. S. (1998). The influence of relational demography and guanxi: The Chinese case. Organization Science, 9(4), 471–489.CrossRef

Farrelly, F., & Quester, P. (2003). The effects of market orientation on trust and commitment. European Journal of Marketing, 37(3/4), 530–553.CrossRef

Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable and measurement errors. Journal of Marketing Research, 18(1), 39–50.CrossRef

Fritz, M. S., & MacKinnon, D. P. (2007). Required sample size to detect the mediated effect. Psychological Science, 18(3), 233–239.CrossRef

Grawe, S. J., Daugherty, P. J., & McElroy, J. C. (2012). External organizational commitment among organizational implants. The case of logistics service providers Transportation Research Part E: Logistics and Transportation Review, 48(1), 165–177.CrossRef

Grewal, R., & Dharwadkar, R. (2002). The role of the institutional environment in marketing channels. Journal of Marketing, 66(3), 82–97.CrossRef

Griffith, D., & Harvey, M. (2004). The influence of individual and firm level social capital of marketing managers in a firm’s global network. Journal of World Business, 39(3), 244–254.CrossRef

Gudehus, T., Kotzab, H., (2012). Comprehensive logistics (2nd ed.) (XXI, 912 p. 354 illus). Berlin: Springer.

Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (2006). Multivariate data analysis (6th ed.). Upper Saddle River, NJ: Prentice Hall.

Hartline, M., Maxham, J., & McKee, D. (2000). Corridors of influence in the dissemination of customer-oriented strategy to customer contact service employees. Journal of Marketing, 64(2), 35–50.CrossRef

Houston, F. S. (1986). The marketing concept: What it is and what it is not. Journal of Marketing, 50(2), 81–87.CrossRef

Hoyle, R. H., & Panter, A. T. (1995). Writing about structural equation models. In R. H. Hoyle (Ed.), Structural equation modeling: Concepts, issues, and applications (pp. 158–176). Thousand Oaks, CA: Sage Publications.

Hrebiniak, L. G. (1974). Effects of job level and participation on employee attitudes and perceptions of influence. Academy of Management Journal, 17(4), 649–662.CrossRef

Hu, L.T., Bentler, P.M. (1995). Evaluating model fit. In: R. H. Hoyle (Ed.). Thousand Oaks, CA: Sage Publications.

Hu, L. T., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: conventional criteria versus new alternatives. Structural Equation Modeling, 6(1), 1–55.CrossRef

Huang, Y. H. (2000). The personal influence model and Gao Guanxi in Taiwan Chinese public relations. Public Relations Review, 26(2), 219–236.CrossRef

Ishfaq, R., & Sox, C. R. (2010). Intermodal logistics: The interplay of financial, operational and service issues. Transportation Research Part E: Logistics and Transportation Review, 46(6), 926–949.CrossRef

Jaworski, B., & Ajay, K. (1993). Market orientation: Antecedents and consequences. Journal of Marketing, 52(3), 53–70.CrossRef

Jöreskog, K., & Sörborn, D. (1989). LISREL 7: User's reference guide. Scientific Software: Mooresville, IN.

Kao, J. (1993). The worldwide web of Chinese business. Harvard Business Review, 71(2), 24–36.

Khong, K. W., Onyemeh, N. C., & Chong, A. Y. L. (2013). BSEM Estimation of network effect and customer orientation empowerment on trust in social media network environment. Expert Systems with Applications, 40(12), 4858–4870.CrossRef

Kohli, A. K., & Jaworski, B. J. (1990). Market orientation: The construct, research propositions, and managerial implications. Journal of Marketing, 54(2), 1–18.CrossRef

Kotabe, M., & Helsen, K. (2000). Global marketing management (2nd ed.). New York, NY: John Wiley and Sons.

Lai, K. H. (2004). Service capability and performance of logistics service providers. Transportation Research Part E: Logistics and Transportation Review, 40(5), 385–399.CrossRef

Lai, K. H., Ngai, E. W. T., & Cheng, T. C. E. (2002). Measures for evaluating supply chain performance in transport logistics. Transportation Research Part E: Logistics and Transportation Review, 38(6), 439–456.CrossRef

Larzelere, R. E., & Huston, T. L. (1980). The dyadic trust scale: Toward understanding interpersonal trust in close relationships. Journal of Marriage and the Family, 42(3), 595–604.CrossRef

Lee, D. J., Pae, J. H., & Wong, Y. H. (2001). A model of close business relationships in China Guanxi. European Journal of Marketing, 35(1/2), 51–69.CrossRef

Leung, T. K. P., Luk, S. T. K., Wong, Y. H., & Davies, H. (1995). The benefits of “guanxi.”. Industrial Marketing Management, 24(3), 207–214.CrossRef

Lin, X., & Germain, R. (2003). Organizational structure, context, customer orientation, and performance: Lessons from Chinese state-owned enterprises. Strategic Management Journal, 24(11), 1131–1151.CrossRef

Liu, C. L., & Lyons, A. C. (2011). An analysis of third-party logistics performance and service provision. Transportation Research Part E: Logistics and Transportation Review, 47(4), 547–570.CrossRef

Liu, S. S., Luo, X., & Shi, Y. Z. (2003). Market oriented organizations in an emerging economy: A study of missing links. Journal of Business Research, 56(6), 481–491.CrossRef

Luo, X., Griffith, D., Liu, S., & Shi, Y. (2004). The effects of customer relationships and social capital on firm performance: A Chinese business illustration. Journal of International Marketing, 12(4), 25–45.CrossRef

Luo, X., Hsu, M. K., & Liu, S. S. (2008). The moderating role of institutional networking in the customer orientation – trust/commitment – performance causal Chain in China. Journal of the Academy of Marketing Science, 36(2), 202–214.CrossRef

Luo, X., Sivakumar, K., & Liu, S. S. (2005). Marketing resources, globalization, and performance: Evidence from China. Journal of the Academy of Marketing Science, 33(1), 50–65.CrossRef

Luo, X., Slotegraaf, R., & Pan, X. (2006). Cross-functional “coopetition”: The simultaneous role of cooperation and competition within firms. Journal of Marketing, 70(2), 67–80.CrossRef

Luo, X., Zhou, L., & Liu, S. S. (2005). Entrepreneurial firms in the context of China’s transition economy: An integrative framework and empirical examination. Journal of Business Research, 58(3), 277–284.CrossRef

Luo, Y. (2000). Guanxi and business. New Jersey: World Scientific.

Luo, Y., & Chen, M. (1996). Managerial implications of guanxi-based business strategies. Journal of International Management, 2(24), 293–316.

Mardia, K. V. (1985). Mardia’s test of multinormality. In S. Kotz & N. L. Johnson (Eds.), Encyclopedia of statistical science (pp. 217–221). New York: Wiley.

McDonald, G. W. (1981). Structural exchange and marital interaction. Journal of Marriage and the Family, 43, 825–839.CrossRef

McDonald, R. P., & Ho, M. R. (2002). Principles and practice in reporting structural equation analyses. Psychological Methods, 7(1), 64–82.CrossRef

Miles, R. E. (1984). Fit, failure and the hall of fame. California Management Review, 26(3), 10–27.CrossRef

Moorman, C., & Rust, R. T. (1999). The role of marketing. Journal of Marketing, 63(special issue), 180–197.CrossRef

Morgan, R. M., & Hunt, S. (1994). The commitment–trust theory of relationship marketing. Journal of Marketing, 58(3), 20–38.CrossRef

Narver, J. C., & Slater, S. F. (1990). The effect of a market orientation on business profitability. Journal of Marketing, 54(4), 20–35.CrossRef

Nohria, N., & Eccles, R. (1992). Face-to-face: Making network organizations work. In N. Nohria & R. Eccles (Eds.), Networks and organizations: Structure, form, and action (pp. 288–308). Boston: Harvard Business School Press.

Panayides, P. M., & So, M. (2005). Logistics service provider–client relationships. Transportation Research Part E: Logistics and Transportation Review, 41(3), 179–200.CrossRef

Parasuraman, A. (1987). Customer oriented corporate cultures are crucial to services marketing success. Journal of Services Marketing, 1(1), 39–46.CrossRef

Park, S. H., & Luo, Y. (2001). Guanxi and organizational dynamics: Organizational networking in Chinese firms. Strategic Management Journal, 22(5), 455–477.CrossRef

Peng, M. (2003). Institutional transitions and strategic choices. Academy of Management Review, 28(2), 275–296.

Peng, M. W., & Luo, Y. (2000). Managerial ties and firm performance in a transition economy: The nature of a micro–macro link. Academy of Management Journal, 43(3), 486–501.CrossRef

Rajagopalan, N. (1997). Strategic orientations, incentive plan adoptions and firm performance: Evidence from electric utility firms. Strategic Management Journal, 18(10), 761–786.CrossRef

Ramanathan, R. (2010). The moderating roles of risk and efficiency on the relationship between logistics performance and customer loyalty in e-commerce. Transportation Research Part E: Logistics and Transportation Review, 46(6), 950–962.CrossRef

Ramírez, A. M. (2012). Product return and logistics knowledge: Influence on performance of the firm. Transportation Research Part E: Logistics and Transportation Review, 48(6), 1137–1151.CrossRef

Rao, S., & Troshani, I. (2007). A conceptual framework and propositions for the acceptance of mobile services. Journal of Theoretical and Applied Electronic Commerce Research, 2(2), 61–73.

Redding, S. G., & Ng, M. (1982). The role of face in the organizational perceptions of Chinese managers. Organizational Studies, 13(3), 204–209.

Rotter, J. B. (1967). A new scale for the measurement of interpersonal trust. Journal of Personality, 35(4), 651–665.CrossRef

Saparito, P., Chen, C., & Sapienza, H. (2004). The role of relational trust in bank—small firm relationships. Academy of Management Journal, 47(3), 400–410.CrossRef

Shang, K. C., & Marlow, P. B. (2005). Logistics capability and performance in Taiwan’s major manufacturing firms. Transportation Research Part E: Logistics and Transportation Review, 41(3), 217–234.CrossRef

Shapiro, B. P. (1988). What the hell is ‘market oriented? Harvard Business Review, 66(6), 119–125.

Sheu, J. B. (2011). Bargaining framework for competitive green supply chains under governmental financial intervention. Transportation Research Part E: Logistics and Transportation Review, 47(5), 573–592.CrossRef

Sheu, J. B., & Hu, T. L. (2009). Channel power, commitment and performance toward sustainable channel relationship. Industrial Marketing Management, 38(1), 17–31.CrossRef

Sichtmann, C. (2007). An analysis of antecedents and consequences of trust in a corporate brand. European Journal of Marketing, 41(9), 999–1015.

Sinkula, J. M., William, E. B., & Thomas, N. (1997). A framework for market-based organizational learning: Linking values, knowledge and behavior. Journal of the Academy of Marketing Science, 25(3), 305–318.CrossRef

Slater, S. F., & Narver, J. C. (1994). Does competitive environment moderate the market orientation-performance relationship? Journal of Marketing, 58(1), 46–55.CrossRef

Slater, S. F., & Narver, J. C. (1995). Market orientation and the learning organization. Journal of Marketing, 59(3), 162–167.CrossRef

Su, C., & Littlefield, J. E. (2001). Entering guanxi: A business ethical dilemma in Mainland China? Journal of Business Ethics, 33(3), 199–210.CrossRef

Subramanian, N., Abdulrahman, M.D., Zhou, X. (2014). Integration of logistics and cloud computing service providers: Cost and green benefits in the Chinese context. Transportation Research Part E: Logistics and Transportation Review 70 October, 86–98.

Tsang, W. K. (1998). Can guanxi be a source of sustained competitive advantage for doing business in China? Academy of Management Executive, 12(2), 64–73.

Tsui, A. S., & Farh, J. L. L. (1997). Where guanxi matters: Relational demography and guanxi in the Chinese context. Work and Occupations, 24(1), 56–79.CrossRef

Walter, A., & Ritter, T. (2003). The influence of adaptations, trust, and commitment on value-creating functions of customer relationships. Journal of Business & Industrial Marketing, 184(5), 353–365.CrossRef

Webster, F.E. (1988) Rediscovering the marketing concept. Business Horizons 31 (May–June), 29–39.

Williams, M. R. (1998). The influence of salesperson’s customer orientation on buyer–seller relationship development. Journal of Business & Industrial Marketing, 13(3), 271–287.CrossRef

World Bank. (2014). Connecting to Compete: Trade Logistics in the Global Economy. Retrieved 2014-7-28, from http://www.worldbank.org/content/dam/Worldbank/document/Trade/LPI2014.pdf

Xin, K. R., & Pearce, J. L. (1996). Guanxi: Connections as substitutes for formal institutional support. Academy of Management Journal, 39(6), 1641–1658.CrossRef

Yang, M. M. (1994). Gifts, favors and banquets: The art of social relationships in China. New York: Cornell University Press.

Yatsko, P. (1997). Model partner. Far Eastern Economic Review, 1604, 45 (January 23).

Yeung, I. Y. M., & Tung, R. L. (1996). Achieving business success in Confucian societies: the importance of guanxi. Organizational Dynamics, 25(2), 54–65.CrossRef

Zaltman, G., LeMasters, K., & Heffring, M. (1982). Theory construction in marketing: Some thoughts on thinking. New York: Wiley.

Zeng, M., & Williamson, P. J. (2003). The hidden dragons. Harvard Business Review, 81(10), 92–99.

Zhou, K., Yim, C. K., & Tse, D. K. (2005). The effects of strategic orientations on technology- and market-based breakthrough innovations. Journal of Marketing, 69(2), 42–60.CrossRef

Zhou, L., Wu, W. P., & Luo, X. (2007). Internationalization and the performance of born-global SMEs: The mediating role of social networks. Journal of the International Business Studies, 38(4), 673–690.CrossRef

Titel: The Effects of Customer Orientation and Relationship Marketing on the Performance of Logistics Firms in Taiwan
verfasst von: Stephen W. Wang
Verlag: Springer International Publishing
Buch: Celebrating America’s Pastimes: Baseball, Hot Dogs, Apple Pie and Marketing?
Print ISBN: 978-3-319-26646-6

Electronic ISBN: 978-3-319-26647-3

Copyright-Jahr: 2016
DOI: https://doi.org/10.1007/978-3-319-26647-3_201