The Role of Market Orientation In Business Dyadic Relationships: Testing an Integrator Model

Abstract

Over the last decade market orientation and relationship marketing hIlve been two of the most outstanding fields of research within Marketing discipline. However, little attention has been devoted tawards the investigation of the interface existing between both concepts. The aim of this study is to overcome this deficiency. TI1US, the paper begins with a review of the existing literature into relationship marketing and market orientation as well as their main constructs. The result of this analysis is the proposal of a theoretical causal model in which the cultural market orientation tlfat buyer firms show appears as a conditioning factor of their loyalty towards a supplier. Next! the methodology followed as well as the empirical contrast of the model proposed are thoroughly presented. TIfe empirical data was obtained from two personal suroeys conducted on tile same sample of 141 industrial companies. Finally, results, conclusions and practical implications are discussed. In this way, the researdt proves that a buyer firm's cultural market orientation acts as an indirect antecedent to tIft degree a/'oyalty shown to its main supplier.

The Mediating Effect of Patient Satisfaction in the Patients' Perceptions of Healthcare Quality – Patient Trust Relationship

“…The majority of definitions for trust describe it as the belief by one firm that a partner will perform actions producing positive results for the former (Schurr and Ozanne, 1985;Dwyer, Schurr and Oh, 1987;Anderson and Narus, 1990;Moorman, Deshpande and Zaltman, 1993;Morgan and Hunt, 1994;Sanzo et al, 2003).…”

The Role of Market and Learning Orientations in Relationship Quality: Evidence from Vietnamese Exporters and their Foreign Importers

“…As such, market and learning orientations will smooth the exporter-importer relationships and enhance the quality of these relationships, leading to high export performance. Consistent with the results found in advanced economies (e.g., (Calantone et al 2002;Sanzo et al 2003), the results of this study indicate that the role of market and learning orientations in relationship quality is not limited to advanced economies.…”

“…The conducting these relationships in the international context adds another level of complexity to business-to-business relationships. Therefore, additional research is needed (e.g., Bigne and Blesa 2003;Frazier 1999;Sanzo et al 2003;Simpson et al 2001). Moreover, although market and learning orientations have been widely studied (e.g., Slater and Narver 1995;Sinkula et al 1997) little attention has been paid to the role of these two organizational factors in the quality of business-to-business relationships.…”

Conceptualising and measuring defensive marketing orientation (DMO): some inaugural thoughts on assessing marketing's place in ‘society's doghouse’

“…Some of these were influenced by statements contained within instruments discussed earlier, and we especially acknowledge Black and Härtel, 2002;Dailey and Kim, 2001;Deshpande, Farley and Webster, 1993;Hajjat, 2002;Lytle, Hom and Mokwa, 1998;Narver and Slater, 1990;Sanzo, et al, 2003;Susskind, Kaemar andBorchgrevink, 2003, andWebster, 1993. Other key influences included outcomes of the authors" prior, qualitative, research within the marketer community.…”

“…Schriesheim, et al (1993) suggest there is no ideal mechanism for determining content adequacy, but expert evaluation is commonly used in the context of marketing-related measures (e.g. Donavan, Brown and Mowen, 2004;Lado, Mahdeau-Olivares, and Rivera, 1998;Sanzo, et al, 2003). For the DMO study this was facilitated by providing author-generated descriptions of both the construct as a whole, and of contributing dimensions.…”