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Linking a service-driven market orientation to service quality

机译：将服务导向的市场导向与服务质量联系起来

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摘要

Purpose - The purpose of this research is to empirically develop a service-driven market orientation construct and test its relationships with service quality. Design/methodology/approach - The researcher employs Critical Incident Technique to generate items for the survey instrument. Then, the quantitative-based descriptive research uses structured questionnaires to capture the perceptions of 558 university students from Malaysia which are used to understand the nature of the customer-perceived market orientation and its relationship with service quality. Findings - The results show that the service-driven market orientation (SERVMO) that consists of six components (customer orientation, competitor orientation, interfunctional orientation, performance orientation, long-term orientation, and employee orientation) has a significantly strong and positive relationship with service quality. Research limitations/implications - The SERVMO scale is developed using data from the higher education sector and is yet to be validated in other industries. Practical implications - The proposed strategic construct and current findings on its relationships with service quality provide practical insights for service managers to monitor their service orientation and enhance service quality. Originality/value - The newly developed SERVMO scale is originally derived from the customer perception data in the Malaysian higher education sector.
机译：目的-这项研究的目的是根据经验开发一种服务驱动的市场导向结构，并测试其与服务质量的关系。设计/方法/方法-研究人员采用关键事件技术来生成调查仪器的项目。然后，基于定量的描述性研究使用结构化调查表来捕获来自马来西亚的558名大学生的看法，这些看法用于了解客户感知的市场定位的性质及其与服务质量的关系。调查结果-结果表明，由六个部分（客户导向，竞争对手导向，部门间导向，绩效导向，长期导向和员工导向）组成的服务驱动的市场导向（SERVMO）与服务质量。研究的局限性/意义-SERVMO量表是使用高等教育部门的数据开发的，尚待其他行业验证。实际意义-拟议的战略构架及其与服务质量之间关系的最新发现为服务管理者监控他们的服务取向和提高服务质量提供了实用的见解。原创性/价值-新开发的SERVMO量表最初是从马来西亚高等教育领域的客户感知数据得出的。

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