Research on the Relationship between Customer-Orientation of NPOs and Performance - Intermediary Role of Service Innovation

Abundant researches focus on the relationship between the customer-orientation of enterprises and the performance. However, only a few discuss the effects of the customer-orientation of non-profit organizations (NPOs) on the performance. As for the intervening variables between the customer-orientation of NPOs and performance, scarcely any literature is available around the world. By reviewing and concluding the previous studies, this essay reveals that the customer-orientation of NPOs has positive effects on the performance, and that the service innovation is an important variable between customer-orientation and performance. Moreover, this essay utilizes the survey statistics of the NPOs in Zhejiang Province in structural equation modeling (SEM), and verifies the positive effects that the customer-orientation of NPOs have on the organizational performance and the intermediary role of service innovation between customer-orientation and performance.