The Relationships among Internal Marketing, Job Satisfaction, Relationship Marketing, Customer Orientation, and Organizational Performance: An Empirical Study of TFT‐LCD Companies in Taiwan

Abstract The thin film technology liquid‐crystal displays (TFT‐LCD) industry has become one of the main industries in Taiwan. In this research, we take Taiwanese TFT‐LCD industrial companies as the research objects and try to identify the interrelationships among internal marketing, job satisfaction, relationship marketing, customer orientation, and organizational performance. Although these companies are classified as part of the manufacturing industry, it is suggested that their service components could be the focus of greater attention to enhance the success of their business operations. Analytical results indicate that internal marketing, job satisfaction, and customer orientation have significant influences on relationship marketing as well as the organizational performance of TFT‐LCD manufacturing companies. Therefore, Taiwan TFT‐LCD manufacturing companies need to implement relationship marketing continuously, increase employee job satisfaction, and inspire employees to become more customer oriented in order to increase productivity. © 2012 Wiley Periodicals, Inc.