Examining the relationship among of environment uncertainly, market orientation, relational orientation, promotion tools, and market performance through the relationship marketing perspective—The case of Food and Beverage industry

• Main Authors: Chung-Chien Liao, 廖全健
• Other Authors: Jiun-Hung Lin
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/36377968255995388718

碩士 === 中國科技大學 === 運籌管理研究所 === 96 === Considering the relationship marketing theory is more popular and important day after day, the marketing promotion tools are classified into as transactional orientation promotion tools and relational orientation promotion tools through the viewpoint of relationship marketing theory, and research the relationship among environment uncertainly, market orientation, transactional orientation, relational orientation, promotion tools and market performance. 1050 questionnaires were sent to food and beverage industry. 207 valid questionnaires were received .And the regression analysis with SPSS software is adopted as analytical tool. . The research result indicated that environment uncertainly and market orientation is significant positive related. Market orientation and relational orientation are significant positive related. Relational orientation are significant positive relate to transactional orientation promotion tools and relational orientation promotion tools. Transactional orientation promotion tools and relational orientation promotion tools are significant positive related to market performance separately. From the result which we could understand when restaurant manager have feel high environment uncertainly, they will adopt the market orientation concept and further prefer to use relational orientation marketing concept. The industry members who use relational orientation not only prefer to use relational orientation promotion tools to hold their customers, but also could use transactional orientation promotion tools to get new market or attract potential customers. Both relational orientation and transactional orientation promotion tools will increase the market performance.