Title: Organisational culture of customer care: market orientation and service quality

Authors: Kenneth W. Green, Subrata Chakrabarty, Dwayne Whitten

Addresses: School of Business, Henderson State University, Box 7762, Arkadelphia, AR 71999, USA. ' Department of Management, Mays School of Business, Texas A&M University, Mailstop 4221, College Station, TX 77843-4221, USA. ' Mays School of Business, Texas A&M University, Information and Operations Management Department, Mailstop 4217, College Station, TX 77843, USA

Abstract: The purpose of this study is to assess the proposition that adoption of a market orientation leads to improved service quality for service sector organisations. We argue that an organisational culture incorporating customer care as its central tenet and involving efforts to understand the needs of customers through a market orientation enables the organisation to provide quality services that satisfy the identified customer needs. Data were collected from 15 service providers using the MORTN scale to measure market orientation and the SERFPERF scale to measure service quality. The results support the theorised positive link between market orientation and service quality.

Keywords: market orientation; customer care; service quality; services; standards; organisational culture.

DOI: 10.1504/IJSS.2007.012925

International Journal of Services and Standards, 2007 Vol.3 No.2, pp.137 - 153

Published online: 29 Mar 2007 *

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