The Structural Relationship Between Market Orientation and Job Performance Among Members of Regional Agricultural Cooperatives: The Mediating Effect of Job Satisfaction

This study examines the structural relationships among market orientation, job satisfaction, and job performance among employees of regional agricultural cooperatives, focusing on job satisfaction's mediating role.Given the dual characteristics of regional agricultural cooperatives as cooperative organizations and financial institutions, this study distinguishes market orientation into customer orientation and competitor orientation to examine their different relationships with employee attitudes and performance.Survey data from employees of regional agricultural cooperatives were analyzed using structural equation modeling (PLS-SEM).The results showed that customer orientation was not significantly related to job satisfaction or job performance, whereas competitor orientation was positively related to both intrinsic and extrinsic job satisfaction.Intrinsic job satisfaction was positively related to job performance, while extrinsic job satisfaction was not.Furthermore, competitor orientation had a significant indirect relationship with job performance through intrinsic job satisfaction, whereas the other indirect paths were not significant.These findings highlight the differentiated roles of customer orientation and competitor orientation and the importance of intrinsic job satisfaction in the distinctive organizational context of regional agricultural cooperatives.This study contributes to the literature by extending market orientation research to cooperative financial organizations.It provides practical implications for enhancing employee performance through marketoriented management and intrinsic job satisfaction.