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The Influence of the Market-oriented Cultural on Employee Service Behavior from the Perspective of the Person-organization Fit

Author: ZhiLingLing
Tutor: ChenWeiQi
School: Guangzhou University
Course: Applied Psychology
Keywords: Market-oriented culture Employee service behavior P-O fit
CLC: F272.92
Type: Master's thesis
Year: 2013
Downloads: 26
Quote: 0
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Abstract


Since the21st century, the global economy is growing rapidly. With rising livingstandards, people’s requirements of Products and quality of service are becomingincreasingly high. Competition among enterprises is also becoming increasingly fierce.Many scholars and corporate managers realize that only to be market-oriented,continuously improve the quality of employee’s service, and the level of serviceenterprise would gain advantage in the market competition. Therefore, how toimprove the service level of the staff has become the focus of attention of businessmanagers. This article studied the influence of the market-oriented cultural onemployee service behavior from the perspective of person-organization fit.Based on reviewing substantial literature of market orientation, P-O fit, jobsatisfaction and employee service behavior, this study proposed a correspondinghypothesis and model. The sample of this study had458sales staff and customerservice staff from Guangzhou and Yangtze River Delta region. The author used SPSSto test hypothesis of this research. And following conclusions have been drawn:（1）Market-oriented culture is an onion-structured model, including shard basicvalues supporting market orientation, norms for market orientation, artifacts of marketorientation and market-oriented behaviors from inside to outside.（2）The four components of Market-oriented culture have positive effects onemployee service behavior. Market-oriented norm, market-oriented artifacts andmarket-oriented behaviors mediates the relation of between market-oriented cultureand employee service behavior.（3）P-O fit on culture of flexibility doesn’t mediate the relationship betweenmarket-oriented culture and employee service behavior; P-O fit on culture ofcontrollability mediates the relationship between market-oriented culture andemployee service behavior.Finally, the empirical results were analyzed and discussed in this study, severallimitations were proposed, and future research suggestions were provided.

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