| Summary: | 碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 92 === Nowadays one important research steam in the field of marketing management has been relationship marketing, and many companies are continuously focusing on the reinforcement of relationship marketing. Among the key factors to success in relationshop marketing are good organizational culture and if employees possess long-term customer relationship orientation. However, most past studies on relationship marketing neglect exploring the relationship between organizational culture and employees’ long-term customer relationship orientation. The purposes of this study are to (1) understand the relationship between organizational culture and employees’ long-term customer relationship orientation; (2) explore the moderating role of job type on the relationship between organizational culture and employees’ long-term customer relationship orientation; and (3) understand the relationships between employees’ long-term customer relationship orientation and employees’ and organizational performance.
The survey instrument of this study was questionnaire. We investigated 217 employees and managers in 12 industries. Research results show that: (1) nine characteristics of organizational culture (process orientation, people orientation, team orientation, risk taking, low opportunism, employee s’ mutual truth, customer/market orientation, relationship/long-term orientation) and employees’ long-term customer relationship orientation are postively and significantly related; (2) the relationships between employees’ long-term customer relationship orientation and employee s’ sales performance and firms’ sales performance are also postively and significantly related; and (3) the job-type dose not moderate the relationship between organizational culture and employees’ long-term customer relationship orientation. The implication of these results is that if an organization holds these nine characteristics of organizatioal culture, then its employees will devote to satisfy customers’ needs and maintain good long-term relationships with customers, which in turn will lead to better sales performance both at the individual-level and the organizational- level..
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