방법 비교

	MARKOR 시장 지향성 척도	미국 고객 만족 지수(ACSI)
분야	마케팅 관리	마케팅 관리
계열	Process / pipeline	Process / pipeline
기원 연도	1993	1996
창시자	Ajay K. Kohli, Bernard J. Jaworski, Ajith Kumar	Claes Fornell, Michael D. Johnson, Eugene W. Anderson, Jaesung Cha, Barbara E. Bryant
유형	Multi-dimensional organizational market orientation scale	Structural equation model for satisfaction and loyalty
원전	Kohli, A. K., Jaworski, B. J., & Kumar, A. (1993). MARKOR: A Measure of Market Orientation. Journal of Marketing Research, 30(4), 467-477.	Fornell, C., Johnson, M. D., Anderson, E. W., Cha, J., & Bryant, B. E. (1996). The American Customer Satisfaction Index: Nature, Purpose, and Findings. Journal of Marketing, 60(4), 7-18.
별칭	Market Orientation Measurement, Kohli-Jaworski Scale	ACSI, National Customer Satisfaction Index
관련	3	4
요약	The MARKOR scale, developed by Kohli, Jaworski, and Kumar (1993), measures organizational market orientation—the degree to which an organization actively gathers and uses market intelligence to guide strategy and decision-making. MARKOR captures three core dimensions: Intelligence Generation (collecting customer and competitor information), Dissemination (sharing market knowledge across departments), and Responsiveness (acting on market insights). The scale is widely used in strategic management research to diagnose whether organizations are truly customer-focused or operate in a more internally driven manner.	The American Customer Satisfaction Index (ACSI), developed by Fornell and colleagues in 1996, is a structural equation modeling-based approach to measuring and predicting customer satisfaction across industries and over time. ACSI assesses customer expectations, perceived value, perceived quality, complaints, and loyalty in a unified framework. Since 1994, ACSI data has been collected quarterly on thousands of customers across diverse U.S. industries, making it a key economic indicator and benchmark for organizational performance.