The Effects of Customer Orientation and Relationship Marketing on the Performance of Logistics Firms in Taiwan

Consistent with the research attention afforded to market orientation's impact on logistics firm performance, the present study empirically investigates three seminal constructs underlying market orientation. Specifically, the research explores the relationship between customer orientation, customer trust, and customer commitment on logistics firm performance. More than 500 logistics employees and managers in one of the world's most vital supply chain hubs, Taiwan, participated in the study. The posited measurement model was estimated using structural equation modeling. The data analysis revealed support for a customer orientation, customer trust/customer commitment, and firm performance causal chain. This causal chain suggests that the customer relationship management paradigm aligned with a market orientation approach is paramount to logistics firm performance.