ทัศนคติ พฤติกรรมการทำงานและประสิทธิภาพองค์กรของนักการตลาด

Abstract

The purposes this research were to study the relationship between market orientation and work behavior, the relationship between the attitude toward good marketers and work behavior, the relationship between work behavior and organizational efficiency. This study used quantitative and qualitative research methods. The data for this study were collected from 250 marketers, using percentage, average and standard deviation statistic to analyse the data. Statistical hypothesis testing used of t-test, One Way ANOVA and Pearson’s Product Moment Correlation. 20 of the marketers interviewed had at least three years marketing working experience. The study revealed at the significant level of 0.01 that market orientation has a positive relationship with marketers work behavior, attitude toward good marketers has a positive relationship with marketers work behavior, and marketers work behavior has a positive relationship with organizational efficiency. From deep interviews, marketers’ opinion supported the results of the quantitative research method.