The Effects of Supplier Market Orientation, Relational Trust, and Relationship Learning on Relationship Performance

• Main Authors: Hsiang-Hsi Pan, 潘相熹
• Other Authors: Pen-Cheng Wang
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/08664808657108121535

碩士 === 東海大學 === 企業管理學系碩士班 === 92 === The issue that organization learning will improve performance has been discussed for over 30 years. In marketing literatures, market orientation is also an important theory from 1990s. In recent years, many scholars tried to integrate these two theories and found that organization learning has a mediating effect on corporate performance. We can find that learning has been approached not only as an organizational phenomenon but also as an interorganizational phenomenon. Therefore, this research presents a conceptual framework that includes supplier market orientation, relational trust, relationship learning, and relationship performance to confirm the effect of organization learning within a customer-supplier relationship from supplier’s perspective. Furthermore, the author tried to test the market orientation as the moderating variable between relationship learning and relationship performance. The sample of this study has 114 suppliers from the manufacture in Taiwan. Many quantitative methods, including t-test, ANOVA, regression analysis, Chow-test, and LISREL analysis, are used to test the hypothesis of this research. The major findings of this study are summarized as following: (1) Overall, the goodness-of-fit is acceptable. This empirical result supports the relationships among supplier market orientation, relational trust, relationship learning, and relationship performance. (2) Learning capability of a relationship has a positive effect on performance. (3) Relational trust has a direct and an indirect effect on relationship performance. (4) Supplier market orientation also has a direct and an indirect effect on relationship performance. (5) Supplier market orientation moderates the effect of learning on performance within a relationship. Thus, the suppliers can develop the learning behaviors that improve the performance of parties through analysis its level of market orientation. Keywords: Market Orientation, Relationship Learning, Relationship Performance, Relational Trust