| dc.description.abstract | The main purpose for running a corporation business is to gain profit from the market. Previous studies show that satisfied customers, good company reputation, and firm customer relationship are essential for raising company’s management performance. Among all the criteria for the evaluation of the management performance of a company, the financial performance is one of the most objective and indicative indicators. In the past few years, many studies researched on the relationship between companies’ marketing factors and financial performance. Therefore, this research is focused on the relationship between corporate financial performances and marketing factors. The marketing factors impact on corporate financial performance is in particular focus, in the hope of providing appropriate suggestions that help the managers raising corporate financial performance. In order to ensure the accuracy at measuring the financial performance, calculations of the financial performances are done through the usage of corporate annual reports. The relationship between financial performance and corporate reputation, customer satisfaction, and customer relationship is discussed in depth.
This research uses convenience sampling from the TSEC or OTE in Taiwan, where 155 questionnaires were returned via physical channel or e-mail. Subtracting the 35 that were invalid, a total of 120 valid questionnaires are collected and analysis. The research shows that corporate reputation and customer relationship have positive and significant impacts on corporate financial performance. However, customer satisfaction has not shown a significant impact on corporate financial performance. That is because customer satisfaction shows more influences on the future corporate financial performance, rather than in present time. In addition, it is found that market orientation has a positive and significant impact on corporate reputation and customer relationship.
According to our research result, three management suggestions are provided as followed:
1.Managers must emphasize one the creation and the raising of corporate reputation, since it was shown that corporate reputation has positive and significant impacts on company’s financial performance.
2.Enforce customer relationship is helpful for the improvement of corporate financial performance, since it was also shown to be able to impact the financial performance of corporate in a positive and significant way.
3.Developing the market-oriented organizational culture, since it is shown to be an important impact on the reputation and customer relationship of a corporate. | en_US |