The Impact of Market Orientation and Participation Behavior on word-of-Mouth:Case of Taiwanese Chain Supermarket

• Main Authors: Chien-Ju Liu, 劉倩汝
• Other Authors: Ying-Pin Yeh
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/khnh74

碩士 === 育達商業科技大學 === 企業管理所 === 101 === ABSTRACT Interaction and cooperation between customers and chain supermarkets will be the critical factors to gain competitive advantage. With the changing in consumption habits, the interaction will transform accordingly, resulting in complementary relationship of interaction complexity and customer advocacy. Relationship quality copes with the uncertainty of consumption demands towards the chain supermarket in a flexible way. Therefore, to get more added values, the chain supermarket shouldn’t neglect the factors affecting the application of market-orientation and Participation Behavior, and also the effects of customer advocacy interaction on word-of-mouth. The study reviews related literatures and integrates the customer advocacy, relationship quality, and word-of-mouth, to analyze the factors affecting the chain supermarket in adopting customer advocacy and the responding effects on word-of-mouth. Moreover, it develops related study hypotheses by taking the relationship quality as the mediating dimensions. In terms of verification, scale questionnaire is developed for each study dimension, and some chain supermarkets are selected as the subjects to conduct questionnaire survey by the means of convenience sampling. After that, it applies Structural Equation Modeling (SEM) to verify the hypotheses. The results show the higher degree of customer advocacy and relationship quality will have a more significant effect on word-of-mouth of the chain supermarket. Higher degree of customer advocacy will lead to more relationship quality and involvement in word-of-mouth. In addition, more focuses on market-orientation and Participation Behavior will bring better performance of customer advocacy. Keywords: Taiwan’s Chain Supermarket, Relationship Quality, Customer Advocacy, Market Orientation,Participatory Behavior, Word-of-Mouth