| Summary: | 碩士 === 崑山科技大學 === 企業管理研究所 === 92 === Many empirical studies have concluded that positive relationship exists between market orientation and organizational performance. Some further proved that environmental turbulence has a moderate effect on them. Other studies utilized organization learning and organization innovation as mediating variables and found that market orientation has indirect impact on organization performance according to organization learning and organization innovation.
Past research has rarely studied the public sector by incorporating organization learning and innovation into the study of marketing orientation and performance. Therefore, this research aims at integrating a conceptual framework that incorporates organization learning and innovation as mediating variables and environmental turbulence as moderating variables to examine the effects of marketing orientation on organization performance.
A total of 101 Taiwanese Household Registration Offices has been surveyed for this research. Statistical methods that include hierarchical regression, path analysis, and moderated regression analysis, were utilized to examine the research’s hypothesis.
The research validates the presumed conceptual framework. It is also found that market orientation has partial effects on organizational performance via various levels of organization learning and innovation.
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