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| Influence of Market Orientation on Business Performance in Chinese Service Industry |
| Yao Tang1,Xiao Weiqun2,Qiu Qi3,Zheng Qiuying4 |
1.School of Economics and Management,Beihang University,Beijing 100191,China;
2.Business School,Beijing Wuzi University,Beijing 101149,China;
3.College of Business Administration,Capital University of Economics and Business,Beijing 100070,China;
4.Management School,Beijing University of Chinese Medicine,Beijing 100029,China |
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Abstract This study sets up a model about the influence of market orientation on business performance and market environment as the moderator based on the data of 563 samples from service firms.Through examination by SEM and regression analysis,the conclusion shows that market orientation has positively influence on business performance in the service sector of China,but the relationship between them is moderately influenced by the market turbulence and competitive intensity.Specifically,the variable of market turbulence effectively moderates the influential relationship between three dimensions,i.e.customer orientation,competitor orientation and inter-functional coordination which consisting the market orientation,and service company performance.The variable of competition intensity,however,only moderates the influential relationship between the dimensions of customer orientation,competitor orientation and business performance,and the effect of inter-functional coordination is not significant
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Received: 05 December 2014
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2015, Vol. 0 
