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

Figure optionsDownload full-size imageDownload 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.