The Mediating Effect of Salesperson’s Relationship Quality between Market Orientation and Performance: A Case Study of Fast Moving Consumer Goods.

• Main Authors: Chen, An-Ling, 陳安玲
• Other Authors: Dr. Wu, Chi-Ming
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/v8q8fs

碩士 === 國立臺北大學 === 企業管理學系 === 102 === For those market orientated suppliers, not only to create superior value for customers, but also can enhance profitability for their businesses. In the highly competitive FMCG industry, the relationship quality between salesperson and buyer will affects the buyer who promotes products on the channel and have a critical impact on sales performance. Under the trend of market-orientated, will the salesperson of supplier can strengthen sales performance by enhance the relationship with channel client has become the main motivation of this research. FMCG salesperson is the research subject and relationship quality as mediating variables to explore the relevance of market-orientated practice and sales performance. Conceptual framework is established by reviewing historical literatures. Using SPSS to analysis descriptive statistics and reliability/validity analysis, and then using SEM for path analysis and view the model with moderate. Linear regression is used to test minor facets and mediating effect at the end. Research shows that (1) market-orientated practice has no significant effect to the sales performance (2) customer-orientated practice is the main factor and has positive effect for the market-orientated practice to relationship quality (3) salesperson’s relationship quality has positive effect to the sales performance (4) relationship quality equipped intermediary effect to market-orientated practice and sales performance. Research indicates that in low product differentiation industry, using relationship quality intermediary has positive influence in market-orientated to sales performance. Looking forward for this research can provide valuable reference and suggestion for the related industry and academic field.