Investigation the effect of Market Orientation, Innovation and Customer Loyalty on Business Performance (Case Study: Pol Clothing Group)

Subject Areas : Jounal of Marketing Management

M. R.  Pakdel ¹ ()
Sh.  Nayebzadeh ² ()
H.  Dehghan Dehnavi ³ ()

Received: 2013-09-01 Accepted : 2013-09-01 Published : 2011-04-21

Keywords: Market orientation, innovation, Customer loyalty, Business Performance, Pol Clothing Group,

Abstract :

The present research aimed at investigating the market orientation, innovation and loyalty of the costumers with business performance of Pol clothing group. To this end the personnel of production, official, financial, trading, quality control, storekeeping and designing unit of Pol clothing were chosen as the research statistical population. The main variables of the research were market orientation, innovation performance, innovation rate, loyalty and business performance. A standardized questionnaire was used for studying the relationship between the research variables; the path analysis model has been used for hypothesis test. The findings of the study indicated that the increase in innovation degree was due to the increase in market orientation and this subject would lead to the better innovation performance in the company; the outcome of innovative performance was the increase in costumers' loyalty and would result in an increase in business performance.