TY  - JOUR
T1  - Market Orientation and Business Performance: The Mediating
Role of Customer Satisfaction
AU - M.A. Almohaimmeed, Bader 
JO  - International Business Management
VL  - 11
IS  - 11
SP  - 1774
EP  - 1785
PY  - 2017
DA  - 2001/08/19
SN  - 1993-5250
DO  - ibm.2017.1774.1785
UR  - https://makhillpublications.co/view-article.php?doi=ibm.2017.1774.1785
KW  - Market orientation
KW  -customer satisfaction
KW  -business performance
KW  -mediating role
KW  -profit
KW  -distributor
AB  - The aim of this study is to investigate the effect of market orientation on business performance in
the presence of customer satisfaction. A sample consisted of 421 employees working in small shops
selling mobile devices in Riyadh, the capital city of Saudi Arabia which was randomly selected. The
required data was collected using a questionnaire developed based on previous studies. The total number of
questionnaires distributed by hand to subjects from Oct. 2016 to Jan. 2017 was 421 questionnaires. Out of these,
377 questionnaires were returned complete and usable for the purpose of the analysis. Market orientation was
measured using seven dimensions: customer orientation, competitor orientation, interfunctional coordination,
distributor orientation, intelligence dissemination, intelligence generation and responsiveness. Customer
satisfaction was measured based on overall satisfaction, expectancy disconfirmation and performance score
comparison to a customer ideal. Lastly, business performance was assessed using sales volume, profit and
market share. The findings showed that the three conditions of the mediating role of customer satisfaction in
the relationship between market orientation and business performance were met. That is, market orientation
dimensions are significantly related to both customer satisfaction and business performance. However, the
impact of market orientation dimensions on business performance was lessened due to the introduction of
customer satisfaction into the regression model. In a word, the results accepted the hypothesis that customer
satisfaction mediates the relationship between market orientation and business performance.
ER  -