Supplier market orientation and accommodation of the customer in different relationship phases

Yi Ching Hsieh, Hung Chang Chiu, Yi Chieh Hsu

研究成果: 雜誌貢獻期刊論文同行評審

41 引文 斯高帕斯(Scopus)


As customers' needs have changed rapidly, market orientation has become a more primary focus of marketing literature. This study explores the strategies market-oriented suppliers use to accommodate customer needs. In addition, because buyer-seller relationships proceed through phases characterized by distinct behaviors, this study explores the relationship between market orientation and accommodation strategies over the course of the buyer-seller relationship lifecycle. The results show that market-oriented firms use flexibility and relationship-specific adaptation as accommodation strategies. Also, three market orientation components (customer orientation, competitor orientation, and interfunctional coordination) relate differently to flexibility and relationship-specific adaptation during the relationship lifecycle. Finally, accommodation strategies significantly mediate the effects of the three market orientation components on customer satisfaction. Thus, market-oriented firms can satisfy their customers and avoid an overreliance on current relationships by emphasizing either flexibility or relationship-specific adaptations that correspond to the lifecycle of the relationship.

頁(從 - 到)380-393
期刊Industrial Marketing Management
出版狀態已出版 - 6月 2008


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