| Summary: | 碩士 === 大葉大學 === 管理學院碩士在職專班 === 99 === Past researches showed the effects of SMEs service quality 、market orientation and relationship quality on marketing performance be positive, but no empirical study explained service quality 、market orientation and relationship quality with marketing performance. Therefore, the purpose of this study is to explore the effects of service quality 、market orientation and relationship quality on marketing performance, at the same time to clarify which levels of market orientation and relationship quality produce the stronger effect on marketing performance.
This study chooses the SMEs as the research object and the questionnaires are designated to the managers of marketing department to test the validity of our framework.In the sampling part in this study, 500 questionnaires were issued and 156 valid questionnaires were obtained. The effective recovery rate is 31.2%. Research tool part used of Likert -type plus the total scales of the five point. Many quantitative methods, including factor analysis,regression analysis, used to test the hypothesis of this research. The major findings of this study are summarized as following:
1. There were significant and positive correlations between SMEs service quality and marketing performance.
2. There were significant and positive correlations between SMEs market orientation and marketing performance.
3. There were significant and positive correlations between SMEs relationship quality and marketing performance.
4. Market orientation had moderating effects on the correlations between relationship quality and marketing performance.
5. Relationship quality had moderating effects on the coorelations between relationship quality and marketing performance.
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