เปรียบเทียบวิธี
ดูวิธีที่เลือกเทียบกันแบบเคียงข้าง แถวที่ต่างกันจะถูกเน้นไว้
| มาตรวัดการให้ความสำคัญกับตลาด MARKOR× | ดัชนีความพึงพอใจของลูกค้าอเมริกัน (ACSI)× | |
|---|---|---|
| สาขาวิชา | การจัดการการตลาด | การจัดการการตลาด |
| ตระกูล | Process / pipeline | Process / pipeline |
| ปีกำเนิด≠ | 1993 | 1996 |
| ผู้ริเริ่ม≠ | Ajay K. Kohli, Bernard J. Jaworski, Ajith Kumar | Claes Fornell, Michael D. Johnson, Eugene W. Anderson, Jaesung Cha, Barbara E. Bryant |
| ประเภท≠ | Multi-dimensional organizational market orientation scale | Structural equation model for satisfaction and loyalty |
| แหล่งต้นตำรับ≠ | Kohli, A. K., Jaworski, B. J., & Kumar, A. (1993). MARKOR: A Measure of Market Orientation. Journal of Marketing Research, 30(4), 467-477. DOI ↗ | 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. DOI ↗ |
| ชื่อเรียกอื่น | Market Orientation Measurement, Kohli-Jaworski Scale | ACSI, National Customer Satisfaction Index |
| ที่เกี่ยวข้อง≠ | 3 | 4 |
| สรุป≠ | 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. |
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