Révész Balázs

English

University of Szeged

Consumer Behaviour 38  Researching Marketing Orientation using PLS methodology  BALÁZS RÉVÉSZ (University of Szeged, Faculty of Economics and Business Administration, Hungary, reveszb@eco.u-szeged.hu)  During their activities, business players establish short or long-term, tight or loose relationships, co-operation with each other and with their customers for the sake of achieving organizational objectives and to provide customer satisfaction. Today, enterprises exploring a sustainable edge in the field of competition find it more and more important to have strong relationships with their key customers, suppliers, different partners and other stakeholders as the establishment and maintenance of long-term, strong relationships can have a serious role in finding a favorable position in amongst the competition (Hunt, Morgan 1999, Gummesson 2002). After realizing the significance of relationships, the number of approaches emphasizing the importance of relationship marketing has been rising in the academic literature. Thus, based on the results of these researches we may state that there is significant difference in the relationship orientation of the companies that serve different customer segments, or companies with different size, or companies operating in different fields of business. The concept of relationship marketing appeared in the business-to-business market and the service sector earliest, and these two areas play an important role in the spreading and development of the theoretical field ever since. Countless amounts of theoretical models and empirical studies have been published that examine the relationship orientation of marketing practice. In this study we use the model of Coviello et al (1997, 2002) and we analyze the marketing orientation of Hungarian companies with a methodological approach that is less common in the field of marketing research. To analyze the five different marketing orientation of the Contemporary Marketing Practices (CMP) model in Hungary we use the Partial Least Squares (PLS) path modeling methodology. In our study the results of the adaptation of PLS path modeling to the CMP marketing orientation model are highlighted.  Keywords: Relationship marketing, marketing orientation, CMP model, PLS path modeling 

Researching marketing orientation using PLS methodology : [absztrakt]

http://acta.bibl.u-szeged.hu/77078/1/challenges_for_analysis_of_the_economy_038.pdf

Researching marketing orientation using PLS methodology : [absztrakt]

Abstract

Similar works

Full text

Available Versions

University of Szeged