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Research on the Relationship Among Market Orientation

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Research on the Relationship Among Market Orientation
Management Science and Engineering

Vol.2 No.1 March 2008

RESEARCH ON THE RELATIONSHIP AMONG MARKET ORIENTATION, CUSTOMER RELATIONSHIP MANAGEMENT, CUSTOMER KNOWLEDGE MANAGEMENT AND BUSINESS PERFORMANCE
Qi Liyun1 Wang Keyi2 Wang Xiaoshu3 Zhang Fangfang4

Abstract: In the age of knowledge-based economy, business must effectively to improve its performance rely on implement customer relationship management and customer knowledge management. Market orientation is a kind of marketing logic which is focus on customers, it can help to construct the relationship and communicate knowledge with customers, in order to improve customer satisfaction, customer loyalty and gain and accumulate value for the business. This paper is intended to construct an integrated model. In this model it discusses the relationship between market orientation, customer relationship management and customer knowledge management, and their contribution to business performance. Key words: market orientation, customer knowledge management, customer relationship management; business performance

1. INTRODUCTION
Hunt & Morgan (1995) hold the opinion that market orientation is an important resource in the creation of competitive advantages in the business. Narver & Slater (1990) figured that market orientation is an organizational culture; help the business creating exceeded values for customer5. Regardless of its role as an important resources or an organizational culture, what kind of influence does market orientation imposes on the promotion of the performance in a business? Different researches have different opinions. Recently, many scholars stated that market orientation is not able to influence the business performance directly, and it can only be via a medium effect and by the modification from some variables. With the coming of the knowledge economy, knowledge and relationship have become the most
Professor. Doctor, School of Management, Dalian University of Technology, Liaoning,
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