| Summary: | 碩士 === 中興大學 === 企業管理學系所 === 95 === This research uses the marketing orientation perspective to discuss the relationship between market orientation and investment in equity by businesses. In terms of the definitions of equities, there are a lot of different viewpoints in the literature, it could be distinguished as financial perspective and marketing perspective. This research uses the marketing perspective and treats equity as the value gained from investments in stakeholders by businesses. Furthermore, this research attempts to propose an integrated framework using employee equity, customer equity, and partner equity in analyzing how investments in different equities affect customer voluntary performance; and how employee equity and partner equity affects customer equity.
This research uses the viewpoint of customer equity by Rust, Zeithaml, and Lemon (2001) and uses the classification of stakeholder equity by Sawhney and Zabin (2002) and classified equities of businesses into employee equity, customer equity and partner equity. Partner equity includes supplier equity and distribution channel equity. Moreover, this research also discusses the moderating effect of different equities between market orientations and customer voluntary performance.
This research used mailed questionnaires and select consumer goods manufacturers as the target of this research. Furthermore, this research uses factor analysis, correlation analysis, multivariate regression analysis, and SEM analysis to validate the hypothesis. The research findings of this research is as follow: 1) Marketing oriented market positively affects customer equity and partner equity, 2) Employee equity positively affects customer equity, but partner equity does not affect customer equity, 3) Employee equity and customer equity positively affect customer’s behaviors, whereas partner equity has no relationship with customer’s behaviors, 4) Employee equity and partner equity are moderating variables between market orientation and customer voluntary performance.
In the end of this paper, this study discusses the research conclusion, theoretical and managerial implications, research limitations and future directions based on analysis results.
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