산업용 로봇시장의 마케팅 지향성과 경영성과에 관한 연구

Relationship between Market Orientation and Business Performance in Industrial Robot Market

&nbsp;&nbsp;Recently, demand for industrial robots has been increased rapidly since they can handle various tasks which are too risky or too complicated for human. Industrial advancement helped adoption of industrial robots. An objective of this research is to understand relationships between influencing factors of market orientation of sales engineers of industrial robots and their market orientation, relationship commitment and business performance.<BR>&nbsp;&nbsp;Followings are practical implications drawn from results of this study:<BR>&nbsp;&nbsp;First, sales engineers of robots should conduct their sales efforts in a specialized industry. Second, sales engineers should accumulate the market information and conduct market researches. Third, customer satisfaction of industrial robots should be carefully studied for practical purpose. Fourth, long term plan for industrial robots sales is needed to cope with rapid development of robot industry. Fifth, after service system for industrial robots should be carefully managed since companies which purchased industrial robots usually buy the same type of robots.