Market orientation, corporate social responsibility, and firm performance: The moderating role of relationship marketing orientation

This study aims to examine the relationship among concepts as market orientation, corporate social responsibility, firm performance, and relationship marketing orientation in a transition economy such Vietnam. A model with its key determinants was conducted with quantitative test on a sample of 242...

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Autores principales:	Cuu Long Hoang, Trang Bui Thanh
Formato:	article
Lenguaje:	EN
Publicado:	Taylor & Francis Group 2021
Materias:	market orientation corporate social responsibility firm performance relationship marketing orientation marketing communications vietnam Business HF5001-6182 Management. Industrial management HD28-70
Acceso en línea:	https://doaj.org/article/da2b0bd46f214bd9a6b1987f1bd39fa9
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id	oai:doaj.org-article:da2b0bd46f214bd9a6b1987f1bd39fa9
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spelling	oai:doaj.org-article:da2b0bd46f214bd9a6b1987f1bd39fa92021-12-02T14:41:56ZMarket orientation, corporate social responsibility, and firm performance: The moderating role of relationship marketing orientation2331-197510.1080/23311975.2021.1926212https://doaj.org/article/da2b0bd46f214bd9a6b1987f1bd39fa92021-01-01T00:00:00Zhttp://dx.doi.org/10.1080/23311975.2021.1926212https://doaj.org/toc/2331-1975This study aims to examine the relationship among concepts as market orientation, corporate social responsibility, firm performance, and relationship marketing orientation in a transition economy such Vietnam. A model with its key determinants was conducted with quantitative test on a sample of 242 respondents, comprising owners and senior managers of Vietnamese enterprises in the marketing communications industry. Structural equation modeling was used to verify proposed relationships. The results show that relationship marketing orientation moderates all relations of constructs in the research model. In particular, all components are associated with relationship marketing orientation moderating relation of constructs in different ways. The findings suggest that Vietnamese senior managers as well as owners should upgrade their perceptions about the importance of all research concepts in order to improve enterprise competitiveness in a market-oriented economy.Cuu Long HoangTrang Bui ThanhTaylor & Francis Grouparticlemarket orientationcorporate social responsibilityfirm performancerelationship marketing orientationmarketing communicationsvietnamBusinessHF5001-6182Management. Industrial managementHD28-70ENCogent Business & Management, Vol 8, Iss 1 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	market orientation corporate social responsibility firm performance relationship marketing orientation marketing communications vietnam Business HF5001-6182 Management. Industrial management HD28-70
spellingShingle	market orientation corporate social responsibility firm performance relationship marketing orientation marketing communications vietnam Business HF5001-6182 Management. Industrial management HD28-70 Cuu Long Hoang Trang Bui Thanh Market orientation, corporate social responsibility, and firm performance: The moderating role of relationship marketing orientation
description	This study aims to examine the relationship among concepts as market orientation, corporate social responsibility, firm performance, and relationship marketing orientation in a transition economy such Vietnam. A model with its key determinants was conducted with quantitative test on a sample of 242 respondents, comprising owners and senior managers of Vietnamese enterprises in the marketing communications industry. Structural equation modeling was used to verify proposed relationships. The results show that relationship marketing orientation moderates all relations of constructs in the research model. In particular, all components are associated with relationship marketing orientation moderating relation of constructs in different ways. The findings suggest that Vietnamese senior managers as well as owners should upgrade their perceptions about the importance of all research concepts in order to improve enterprise competitiveness in a market-oriented economy.
format	article
author	Cuu Long Hoang Trang Bui Thanh
author_facet	Cuu Long Hoang Trang Bui Thanh
author_sort	Cuu Long Hoang
title	Market orientation, corporate social responsibility, and firm performance: The moderating role of relationship marketing orientation
title_short	Market orientation, corporate social responsibility, and firm performance: The moderating role of relationship marketing orientation
title_full	Market orientation, corporate social responsibility, and firm performance: The moderating role of relationship marketing orientation
title_fullStr	Market orientation, corporate social responsibility, and firm performance: The moderating role of relationship marketing orientation
title_full_unstemmed	Market orientation, corporate social responsibility, and firm performance: The moderating role of relationship marketing orientation
title_sort	market orientation, corporate social responsibility, and firm performance: the moderating role of relationship marketing orientation
publisher	Taylor & Francis Group
publishDate	2021
url	https://doaj.org/article/da2b0bd46f214bd9a6b1987f1bd39fa9
work_keys_str_mv	AT cuulonghoang marketorientationcorporatesocialresponsibilityandfirmperformancethemoderatingroleofrelationshipmarketingorientation AT trangbuithanh marketorientationcorporatesocialresponsibilityandfirmperformancethemoderatingroleofrelationshipmarketingorientation
_version_	1718389839644065792

Market orientation, corporate social responsibility, and firm performance: The moderating role of relationship marketing orientation

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