국제물류서비스산업의 시장지향성, 매개변수, 경영성과 간의 관련성에 관한 실증연구

Abstract

An Empirical Study on the Relationship of Market Orientation, Mediators and Business Performance in the International Logistics Service Industry

A positive market orientation-business performance relationship has been reported in the literature. However, many researchers have constantly called for closer examination of the nature of relationship, in particular, how other factors may moderate the relationship. Recent researches have been provided the much needed theoretical framework for the relationship of market orientation and mediators on business performance. Therefore this study is based on this conceptual framework.

The purpose of this study is to shed some light on how market orientation, mediators such as employee satisfaction, service quality and commitment, and business performance are related and to offer important managerial implications for managements or marketing practitioners in the international logistics service industry.

This study suggest that the employee satisfaction, service quality and commitment are moderating the relationship between market orientation and business performance.

Market orientation has a positive effect on employee satisfaction, service quality and commitment as well as business performance. Especially, the results show that commitment has a stronger association with business performance than any other mediators. Thus enhancement of commitment may be a prerequisite of a positive market orientation-business performance linkage.

The findings of this study can be summarized as follows:

1) A higher degree of market orientation is found to be correlated with higher employee satisfaction, better service quality and more enhanced commitment. 2) An improved employee satisfaction bring about greater service quality. 3) Superior service quality enhances commitment between service firm and customer. 4) Market orientation affects positive business performance directly. In summary, all hypotheses except H6 were supported.

The results of this study provide several important managerial implications.

Firstly, market orientation was newly defined.

Market orientation is a entire effort and intention of company in order to create higher and continuous business performance through the appropriate and efficient managerial activity, and immediate and accurate response for every market information including customers' and competitors'.

Secondly, international logistics service firms should be effort for the enhancement of commitment.

Thirdly, a market-oriented service firm maintains its sustainable competitive advantages by continually engaging in market-oriented efforts and making timely modifications that lead to improved business performance.

Finally, managements and marketing practitioners should be remember that market-oriented efforts have latent effects such as an improvement of firm's image or positive change in social recognition.