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Journal of the Academy of Marketing Science

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01.06.2008 | Original Empirical Research

The moderating role of institutional networking in the customer orientation–trust/commitment–performance causal chain in China

verfasst von: Xueming Luo, Maxwell K. Hsu, Sandra S. Liu

Erschienen in: Journal of the Academy of Marketing Science | Ausgabe 2/2008

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Abstract

This study uncovers the ignored role of institutional environment for marketing strategy and customer relationship management. Hypothesis tests in a sample of Chinese firms find support that channel networking strengthens the customer orientation–customer trust/commitment–firm performance (CTP) causal chain. In addition, the results show that government networking moderates this chain in a non-linear fashion. The CTP linkages are most salient when the firm develops a moderate level, rather than a high or low level of networking ties with government agencies.

Vorheriger Artikel A meta-analytic review of opportunism in exchange relationships

Nächster Artikel The antecedents and consequences of manufacturer–distributor cooperation: an empirical test in the U.S. and Japan

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We thank one anonymous reviewer for this point.

Our results are robust to a number of covariates. We control the influence of firm size, firm ownership type, management position, market growth, Chinese cities, to industry sectors, consistent with controls in the literature (Deshpandé and Farley 2000, 2002; Luo et al. 2005a, b; Sin et al. 2005; Zhou et al. 2005).

This study does not disagree with prior findings on the importance of culture, innovativeness, and other performance drivers in China (Deshpandé and Farley 2000, 2002; Luo et al. 2005a, b; Sin et al. 2005). Rather, we here are concerned with adding new insights beyond these drivers (i.e., the moderating role of institutional networking and CTP chain with the mediator of trust/commitment explaining why market orientation matters in China).

For readers who want to know more about the antecedents and consequences of institutional networking, they are encouraged to consult the strategy literature (e.g., Peng and Luo 2000; Wu et al. 2007). Nevertheless, the strategy literature has not related institutional networking with customer orientation or trust/commitment. In this sense, we may also contribute to the institutional networking literature for strategy researchers with some marketing flavor (i.e., via customer orientation).

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Titel: The moderating role of institutional networking in the customer orientation–trust/commitment–performance causal chain in China
verfasst von: Xueming Luo
Maxwell K. Hsu
Sandra S. Liu
Publikationsdatum: 01.06.2008
Verlag: Springer US
Erschienen in: Journal of the Academy of Marketing Science / Ausgabe 2/2008
Print ISSN: 0092-0703
Elektronische ISSN: 1552-7824
DOI: https://doi.org/10.1007/s11747-007-0047-z

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