Consumer satisfaction-oriented emotional marketing in foreign trade

Lei Zhu; Yanhua Gao; Weijing Chen; Hao Ren

doi:10.3389/fpsyg.2022.960042

Consumer satisfaction-oriented emotional marketing in foreign trade

Front Psychol. 2022 Aug 25:13:960042. doi: 10.3389/fpsyg.2022.960042. eCollection 2022.

Authors

Lei Zhu¹, Yanhua Gao^{2

3}, Weijing Chen³, Hao Ren⁴

Affiliations

¹ School of Public Administration, Xi'an University of Architecture and Technology, Xi'an, China.
² Graduate School of Management, Management and Science University, Shah Alam, Malaysia.
³ School of Business Administration, Xi'an Eurasia University, Xi'an, China.
⁴ School of Humanities and Education, Xijing University, Xi'an, China.

Abstract

This research uses an experimental approach to investigate the relationship between market orientation of a company and its level of success in international business. The aim of the study was to develop and use a market orientation scale that is appropriate to the sector. It was discovered that there are four hidden traits that drive market orientation. These include customers, rivals, departmental response, and overall customer satisfaction. According to the results, orientation toward one's customers is more essential than any of the other traits, while orientation toward one's competitors has an inverted U-shaped connection with performance. The performance of the firm was not found to correlate in any way with the responsiveness of its departments. With the help of the comprehensive conceptualization, managers are able to develop specific kinds of orientations that are essential for higher levels of performance.

Keywords: competitors; customer satisfaction; customers; departmental responsiveness; foreign trade.