方法对比

	MARKOR 市场导向量表	美国客户满意度指数 (ACSI)
领域	营销管理	营销管理
方法族	Process / pipeline	Process / pipeline
起源年份	1993	1996
提出者	Ajay K. Kohli, Bernard J. Jaworski, Ajith Kumar	Claes Fornell, Michael D. Johnson, Eugene W. Anderson, Jaesung Cha, Barbara E. Bryant
类型	Multi-dimensional organizational market orientation scale	Structural equation model for satisfaction and loyalty
开创性文献	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.
别名	Market Orientation Measurement, Kohli-Jaworski Scale	ACSI, National Customer Satisfaction Index
相关	3	4
摘要	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.