| Summary: | 碩士 === 中州科技大學 === 機械與自動化工程系 === 104 === The market orientation has been of interest to both researchers and practitioners for years. Although there are lots of empirical studies support the market orientation proposition, the volume of empirical study in Taiwan is rare and with limitation. In this study, a survey of empirical research, and Taiwanese new service industry for the study sample, for a total of 350 questionnaires were issued, and recovery for the 142 valid questionnaires. This study uses the structural equation modeling (SEM) to empirically explore the relationships among internal customer orientation, market orientation and business performance.
Conclusions of the research are as follows: The strength of the relationship found between these orientations indicates that an internal customer orientation is important for the development of a market orientation. From a managerial perspective, an organization should strive to develop, maintain, and enhance both an internal customer and a market orientation concurrently. Without an emphasis on satisfying the requirements of employees, superior value will not be provided at every stage of the value chain and therefore, the end customer will not receive the optimal product or service. Not only does internal customer orientation have a direct effect on market orientation, but it also mediates the relationships between various antecedents and market orientation. On the basis of the research results, the ample and concrete managerial suggestions are offered to promote the business performance for new service industry .
Key Words : internal customer orientation, market orientation,
business performance.
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