Does having a market orientation lead to higher levels of relationship commitment and business performance? Evidence from the Korean robotics industry

Figure optionsDownload as PowerPoint slideThis study examines the impact of sales engineers having a market orientation on level of relationship commitment and, in turn, business performance. A model is proposed that suggests a positive relationship among these constructs. To test the model, a survey of sales engineers in the industrial robotics industry in Korea was conducted. Consistent with our predictions, our findings support the idea that having sales staff who have a market orientation leads to higher commitment to relationships and drives improved business performance. Implications are discussed.