The Impact of Interorganizational Interaction, Relationship Quality, Market Orientation, Perceived IMC Agency’s Market Orientation on IMC Performance

• Main Authors: Huang, Hsin-Yi, 黃欣怡
• Other Authors: Fang, Shih-Rung
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/96301709647521069121

碩士 === 國立中興大學 === 企業管理學系研究所 === 92 === For recent years, integrated marketing communication (IMC) is an integrated perspective about marketing and communication. In relationship and organization theory, corporation can interact with stakeholders to maintain relation, and it should survey matched organization culture with other cooperated enterprises. Furthermore, it’s curious about how the impact of market orientation matrix on IMC performance. We will verify that how the impact of interorganizational interaction, relationship quality, market orientation, perceived IMC agency’s market orientation on IMC performance. Receiving 88 samples form well-done IMC corporation to survey research, then making some suggestion to our corporation. Having market orientation, corporation will have the ability of modification to the program IMC agency proposed, so it will get well evaluation about relation to raise IMC performance. For this reason, it should cooperate with agency cause IMC agency can effectively execute the message to our customers. When sharing important information and cooperating to each other, that will lead strong relationship quality to rise IMC performance. Corporation should respect IMC agency of specialization, otherwise, that will lift up switching cost. Before working together, perceived IMC agency’s market orientation (PMO) is a chosen criterion. During working, corporation can use PMO to evaluate how the effect on IMC performance. In order to raise IMC performance, Corporation should focus on the culture about matched market orientation (MO). If both organizations get high market orientation, that will get more performance than low market orientation. Furthermore, corporation’s low MO should find agency that get high MO to get more IMC performance.