Jenny S.Y. Lee

The effect of relationship marketing orientation on business performance in a service‐oriented economy

Although a large body of research theoretically asserts a positive association between relationship marketing orientation (RMO) and business performance, a valid measure of RMO has not yet been proposed and systematic analysis of its effect on business performance has thus far not been possible. This paper addresses some conceptual and measurement issues related to the study of RMO and its impact on business performance in a service context. It first reviews the concept of RMO and its important dimensions. Next, a measurement scale with acceptable reliability and validity is developed to capture the dimensions of RMO. In turn, analysis of data shows that RMO is positively and significantly associated with sales growth, customer retention, market share, ROI, and overall performance. The implications of these findings are discussed and the limitations of the study as well as future research directions are addressed.

Relationship marketing orientation: scale development and cross-cultural validation

This paper addresses the conceptual and measurement issues related to the study of relationship marketing orientation (RMO). It first reviews the concept of RMO and its important components. It then reports on the construction and psychometric assessment of a measure of RMO. Six multiitem scales are developed showing strong evidence of reliability and validity in samples from firms in Mainland China and Hong Kong. Further analysis provides evidence supporting scale invariance across the two samples. The final section includes a discussion of the implications of the findings and directions for future research.

Is relationship marketing for everyone

Marketing academics and practitioners have been examining the relationship between relationship marketing orientation (RMO) and business performance and yet, to date, there has been no systematic analysis of its effect on a business’s performance across various industries. This paper compares RMO with market orientation (MO) in terms of their impact on firms’ business performance, with particular interest in three industries. It first reviews the concept of relationship marketing and its relationship with business performance, leading to the development of two hypotheses. Next, a measurement scale was used to capture the dimensions of RMO. The reliability and validity of the scale were briefly described to provide readers the background for data analysis. Then several stepwise regression analyses were performed to test the hypotheses. Results indicated that the hypotheses received support, suggesting that RMO is for every industry with particular importance in the manufacturing industry.

Market Orientation, Relationship Marketing Orientation, and Business Performance: The Moderating Effects of Economic Ideology and Industry Type

This study examines how economic ideology and industry type moderate the impacts of market orientation and relationship marketing orientation on business performance. The authors collected data through a survey of firms in both Mainland China and Hong Kong. They selected these two economies because they have similarities in cultural dimensions and differences in economic dimensions. The authors find support for the moderating effect of economic ideology and industry type on the link among market orientation, relationship marketing orientation, and business performance.

Market orientation and business performance in a Chinese business environment

Abstract Market orientation (MO) is the prerequisite for a successful business operation. To test the assertion empirically, this study looks into the nature of the correlational relationship between MO and company performance using sample data from firms engaging in China trade in Hong Kong. Narver and Slaters scale for measuring the extent of MO is tested and used. The results show that there is a significant positive correlation between MO and business performance. In other words, there is a significant difference in the performance of China trade companies that are market-oriented and those that are not market-oriented.

Market Orientation and Business Performance

Abstract The purpose of this study was to conduct an investigation into the link between market orientation and business performance using sample data from firms operating in Mainland China, a communist country undergoing economic transformation from a planned economy to a market economy. The study found that market orientation was positively and significantly associated with sales growth, customer retention and overall performance. Implications of our findings were discussed and limitations of the study as well as future research directions were addressed.

Market orientation and business performance

The market orientation concept has received increasing research attention, although the vast majority of published work has focused on organizations based in western countries, especially in the USA. Given the importance of globalization, this western focus limits our understanding of the concept in global markets. The purpose of this study is to examine how the context of country/economy affects: levels of market orientation; and the strength of linkages between a companys market orientation and its business performance. Data were collected through a survey of firms in both mainland China and Hong Kong. These two economies were selected because they have similarities in cultural dimensions on the one hand, and differences in economic dimensions on the other. While the results suggest that the proposed conceptual model does generalize to a Chinese context, they also show that the country/economic context influences the impact of market orientation on business performance. However, contrary to our prediction, the country/economic context does not appear to affect the levels of market orientation. The implications of our findings are discussed and the limitations of the study as well as future research directions are also addressed.

Developing a scale for stakeholder orientation

Purpose – Business practitioners are increasingly concerned about stakeholder issues. Although stakeholder orientation (StkO) has important bearings on a companys performance, to date no systematic attempt has been made to develop a valid scale of StkO, or to assess its influence on business performance. The present paper aims to look into ecological validity by attempting to construct and validate the StkO scale developed in China.Design/methodology/approach – Given the literature reviewed, a model is proposed of company performance based on StkOs, which is identified as a one‐dimensional construct consisting of four components. Using a survey design, data were collected from 400 firms in three most important commercial cities of Mainland China with a response rate of 25 percent. Both item analysis and split‐half method were used to purify the measurement scale and to assess its stability. An exploratory factory was used to assess the dimensionality. Its result was subject to a confirmatory factory anal...

A firm's role in the marketplace and the relative importance of market orientation and relationship marketing orientation

A study was conducted to determine the relationship between a firms role in the competitive environment and the appropriate strategies to use. Using firms sampled from China, it was found that market‐oriented and relationship marketing‐oriented strategies are both important for market leaders, and market‐oriented strategies are the best for market challengers, while relationship marketing‐oriented strategies serve market followers and market nichers best.

Job burnout among nurses in Hong Kong: Implications for human resource practices and interventions

This study examined the combined influences of organizational characteristics, individual background factors, perceived sources of job stress, and coping resources on job burnout among nurses. Data were collected through a questionnaire survey of a random sample of 2267 nurses working in 43 public hospitals in Hong Kong. The questionnaire included multiple-item scales on eight perceived sources of stress, four measures of coping resources, and three dimensions of job burnout (emotional exhaustion, depersonalization and personal accomplishment). Results obtained from multiple regression analyses showed that all the perceived sources of stress had significant effects on one or more dimensions of job burnout, with job demands and lack of professional recognition having significant effects on all the burnout dimensions. Self-efficacy appeared to be the most effective coping resource as it had significant negative effects on emotional exhaustion and depersonalization and a positive effect on personal accomplishment.