Empirical Research on Relationship Between Customer-Orientation Behavior and Competitive Superiority of Enterprises

In order to raise the competitive superiority of enterprises, the cross-sectional data of manufacture and service industries in China were used to analyze the effects of the customer-orientation behaviors of enterprises on their competitive superiority. The research result shows that the customer- orientation behaviors of an enterprise influence its competitive superiority obtaining directly and significantly, and activelyhandling customer complaints has a positive effecton the competitive superiorityof the enterprise.