Date of Award

Summer 1999

Document Type

Dissertation

Degree Name

Doctor of Business Administration (DBA)

Department

Marketing and Analysis

First Advisor

Gene Brown

Abstract

The purpose of this dissertation is to examine the moderating effects of identified dimensions of vertical exchange relationship (VER) between firm market orientation and the salesperson role variables of job satisfaction, organizational commitment, role ambiguity and role conflict. The sample utilized in this dissertation is the salesforce of a major United States publishing company. Moderated regression analysis is used to determine moderating effects. Three dimensions of vertical exchange relationship are identified using factor analysis and are labeled work, loyalty and congruence. The results indicate that the work dimension is a moderator of the relationship between market orientation and job satisfaction. It is concluded that market orientation could play a role in overcoming job dissatisfaction caused by a poor salesperson/sales manager work relationship and that the other relationships between market orientation and the role variables do not vary with the level of any of the VER dimensions. Other results indicate that the work dimension is a partial mediator between the relationships of market orientation and, each of, job satisfaction, organizational commitment and role ambiguity Additionally, the loyalty dimension is a partial mediator of the relationship between market orientation and job satisfaction and the congruence dimension is a partial mediator of the relationship between market orientation and both job satisfaction and role ambiguity.

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