Today, many companies direct their efforts to have a continuing relationship in order to achieve
a competitive advantage. Thanks to the benefits of highly advanced information technology,
consumer-centered marketing era is on the way and many companies direct their effort to have a
strong customer relationship, recognizing the firm construction of relationship with customers
would give a competitive edge over the other companies. In addition, for the sake of long-term
relationships with customers, the management of the customer relationship takes priority, which
brings benefits to the company by retaining the customers in the midst of fierce competition. The
firm construction of relationship with customers brings the competitive benefits and is one of the
important means of maximizing the profits to the company.
However, the studies of market orientation and entrepreneur orientation in railway industry
have been not sufficient up to now and although market orientation and entrepreneur orientation
are important in establishing the marketing strategy depending on the changes of the global
environment, the empirical studies analyzing the regulatory roles have been insignificant. Hence,
this study analyzed the structural model of the variables of the reliability and the company
reputation based on the benefit between the railway business groups and verified the regulatory
roles of market orientation and entrepreneur orientation through empirical analyses.
The results of this study are as follows. Firstly, the hypothesis that in railway industry, more
relationship benefits the customers have perceived would have a positive effect on reliability is
analyzed and it is found that more relationship benefits would have an effect on reliability. In
addition, the hypothesis that in railway industry, more relationship benefits the customers have
perceived would have a positive effect on reliability is supported, which verifies a causal
relationship between relationship benefit and relationship orientation.
Secondly, the analysis of the hypothesis that in railway industry, the parameters of reliability
and relationship orientation would have a positive effect on the company reputation showed that
both parameters were significant, which led to the conclusion that the company reputation would
be enhanced with reliability and relationship orientation of the company enhanced. Customer orientation and company orientation are found to have more effect than reliability in the
relationship of two parameters, which shows that in railway industry, customers prefer the
relationship orientation to the trust and immersion in the company until they become the loyal
customers in the relationship with the company.
Key Words : Railway Industry, Relationship Benefit , Reliability, Relationship Orientation,
Company Reputation
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Today, many companies direct their efforts to have a continuing relationship in order to achieve
a competitive advantage. Thanks to the benefits of highly advanced information technology,
consumer-centered marketing era is on the way and many companies direct their effort to have a
strong customer relationship, recognizing the firm construction of relationship with customers
would give a competitive edge over the other companies. In addition, for the sake of long-term
relationships with customers, the management of the customer relationship takes priority, which
brings benefits to the company by retaining the customers in the midst of fierce competition. The
firm construction of relationship with customers brings the competitive benefits and is one of the
important means of maximizing the profits to the company.
However, the studies of market orientation and entrepreneur orientation in railway industry
have been not sufficient up to now and although market orientation and entrepreneur orientation
are important in establishing the marketing strategy depending on the changes of the global
environment, the empirical studies analyzing the regulatory roles have been insignificant. Hence,
this study analyzed the structural model of the variables of the reliability and the company
reputation based on the benefit between the railway business groups and verified the regulatory
roles of market orientation and entrepreneur orientation through empirical analyses.
The results of this study are as follows. Firstly, the hypothesis that in railway industry, more
relationship benefits the customers have perceived would have a positive effect on reliability is
analyzed and it is found that more relationship benefits would have an effect on reliability. In
addition, the hypothesis that in railway industry, more relationship benefits the customers have
perceived would have a positive effect on reliability is supported, which verifies a causal
relationship between relationship benefit and relationship orientation.
Secondly, the analysis of the hypothesis that in railway industry, the parameters of reliability
and relationship orientation would have a positive effect on the company reputation showed that
both parameters were significant, which led to the conclusion that the company reputation would
be enhanced with reliability and relationship orientation of the company enhanced. Customer orientation and company orientation are found to have more effect than reliability in the
relationship of two parameters, which shows that in railway industry, customers prefer the
relationship orientation to the trust and immersion in the company until they become the loyal
customers in the relationship with the company.
Key Words : Railway Industry, Relationship Benefit , Reliability, Relationship Orientation,
Company Reputation