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| Author: | Sanzo, Ma J. |
| Title: | The Role of Market Orientation In Business Dyadic Relationships: Testing an Integrator Model |
| Journal: | Journal of Marketing Management
2003 : FEB, VOL. 19:1-2, p. 73-108 |
| Index terms: | MARKET ORIENTATION LOYALTY TRUST COMMUNICATION MARKETING |
| Language: | eng |
| Abstract: | Over the last decade market orientation and relationship mar marketing have been two of the most outstanding fields of research within Marketing discipline. However, little attention has been devoted towards the investigation of the interface existing between both concepts. The aim of this study is to overcome this deficiency. Thus, the paper begins with a review of the existing literature into relationship marketing and market orientation as well as their main constructs. The result of this analysis is the proposal of a theoretical causal model in which the cultural market orientation that buyer firms show appears as a conditioning factor of their loyalty towards a supplier. Next, the methodology followed as well as the empirical contrast of the model proposed are thoroughly presented. |
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