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The effects of market orientation on relationship learning and relationship performance in industrial marketing: The dyadic perspectives |
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| Authors: | Chi-Shiun Lai [Author Vitae] Da-Chang Pai [Author Vitae] |
| Institution: | a Department of Business Administration, National Yunlin University of Science & Technology, Touliu, Yunlin,Taiwan 640, R. O. C. b Department of Business Administration, ChungChou Institute of Technology, Taiwan c Department of Accounting Information, Da-Yeh University, Taiwan |
| Abstract: | From dyadic perspectives, this study explores the effect of market orientation on relationship learning and relationship performance and the moderating effect of relationship quality in Taiwan manufacturing industry. The results reveal that: (1) both customer market orientation and supplier market orientation are positively related to relationship learning; (2) relationship learning is positively related to relationship performance; (3) both customer and supplier market orientation has positively interaction effect on shared information and negatively interaction effect on sense-making activities; and (4) trust of relationship quality has moderating effect on the relationship between customer market orientation and relationship learning. |
| Keywords: | Market orientation Relationship learning Relationship performance Relationship quality |
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