Comparison of the effects of market and relationship orientation on customer loyalty and business performance by meta-analysis

The market and relationship orientation approaches that emerged as a result of economic and social changes, are of great importance for the enterprises to form their strategies and sustain their existences. In order to sustain their existences, enterprises should endeavor to increase outputs such as customer loyalty and business performance. Studies showing the effect of market and relationship orientation on customer loyalty and business performance are sufficiently covered in the literature. However, the question of which of these two approaches, which are the subject of research in marketing literature, is more effective in tool for enterprises. In order to answer this question, 328 individual studies were combined and a holistic analysis of these concepts was made through meta-analysis. It is known that meta-analysis shows more effective results than individual studies and its contribution to theory is higher. Therefore, by combining many research results and by combining the findings obtained so far, the total effects of the research has been calculated. As a result of the findings obtained from the study, it has been observed that market orientation has a medium effect on customer loyalty and business performance in terms of the average effect size, and relationship orientation has a large effect on customer loyalty and medium effect on business performance. Accordingly, while the effect of market and relationship orientation on business performance is similar, it is seen that the effect of relationship orientation on customer loyalty is more than market orientation.In addition, with the help of the moderator analysis, it is determined whether factors such as language of study, type of study, sector, market, performance measurement and culture were moderators.