A Study on the Influences of Service Personnel´s Customer Orientation on Securities Industry Performance--Knowledge Integration as a Mediator Variable

This study aims to probe into the influences of market orientation and knowledge integration on operational performance of securities firms, and determines if knowledge integration reveals mediated effects between customer orientation and performance. The data are collected by questionnaire survey. The results suggest that customer orientation significantly and positively influences knowledge integration; knowledge integration has significant and positive influence on performance; and knowledge integration reveals mediated effects between customer orientation and performance.