Abstract: Existing research on market orientation area has the lack of the whole interpretation on the effects of firms’ market orientation dimensions on shop managers’ attitudes. The purpose of this study is to investigate the effects of firms’market orientation dimensions (customer orientation, competitor orientation and inter-functional coordination) on shop managers’attitudes (customer orientation, role obviousness, role conflict, job satisfaction and organizational commitment). As the results of final analysis using Structural Equation Modeling (SEM) with survey data from 152 shop managers in Korea, firms’ customer orientation increases shop managers’ customer orientation, role obviousness and organizational commitment. Firms’ inter-functional coordination increases shop managers’ customer orientation, role obviousness, job satisfaction, organizational commitment and decreases role conflict. However, firms’ competitor orientation has no significant effect on all shop managers’ attitudes. The results bring the importance of inter-functional coordination into relief and guide firms to make the best use of market orientation’s value. A comprehensive investigating the effects of firms’ market orientation dimensions on shop managers’ attitudes will enable practitioners and academics to obtain significant implications.