| Summary: | 碩士 === 東海大學 === 管理碩士在職專班 === 100 === Title of Thesis: The Antecedents And Outcomes Of Salesperson Customer Orientation
Name of Institute : Tunghai University
Executive Master of Business Administration
Graduation Time: 01/2012
Student Name: Tsai, Huey-Jiuan Advisor Name: Chang, Kuo-Hsiung
Abstract:
Although customer orientation (CO) in business relationships has taken an important position
in the marketing literature, yet scant attention has been paid to the Customer-Oriented behaviors
from salesperson's perspective. This study models Perceived Organizational Support (POS),
Leader-Member Exchange (LMX), and Team-Member Exchange (TMX) as antecedents of salesperson's
customer orientation, and Job Performance and Turnover Intentions as direct consequences.
The sample comprised 277 respondents, from a Multi-Level Marketing company, located in the Taiwan.
Multiple regression analysis has been performed to analyze the data. In accordance with the hypotheses,
the results show that POS, LMX, and TMX positively relate to Salesperson's Customer Orientation.
Moreover, Salesperson's Customer Orientation positively relates to Job Performance and negatively
relates to Turnover Intention.
Despite some limitations, this study advances marketing literature and provides a valuable basis
to derive implications for sales organizations.
Key words:
Perceived Organizational Support (POS), Leader-Member Exchange ( LMX), Team-Member Exchange (TMX),
Customer Orientation (CO), Turnover Intention.
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