The relationship between interaction orientation and business performance

Abstract

Abstract: With the increasing opportunities for interactions between firms and customers, the era that customer is placed to the center is coming; interaction orientation will become an important strategic choice for firms to obtain lasting competitive advantage in the interactive environment. Two important variables, market environment and strategy type, are included in the interaction orientation research framework, then the hotel service sector is taken as an example and the relationship among the interaction orientation, market environment, strategy type, and the business performance is examined. The empirical results show that interaction orientation has a significant positive effect on firm performance; market environment has a partial moderate effect on the relationship between interaction orientation and firm performance; and strategy type has a significant moderate effect on the relationship between interaction orientation and profit-firm performance. The conclusions not only enrich and perfect the development of interaction orientation theory, but also provide the theory guidance for the implementation of interaction orientation in the service sector.

Key words: interaction orientation, market environment, strategy type, business performance, service sector

CLC Number:

F713.5

Liu Yanbin, Yuan Ping. The relationship between interaction orientation and business performance[J]. Science Research Management, 2012, (8): 25-34.

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