Organisational culture of customer care: Market orientation and service quality




Author: 

Kenneth W. Green; Subrata Chakrabarty; Dwayne Whitten;







Citation:
Green, K. W., Chakrabarty, S., & Whitten, D. 2007. Organisational culture of customer care: Market orientation and service quality. International Journal of Services and Standards, 3(2): 137-153.

DOI: 10.1504/IJSS.2007.012925

Full Text Document:   http://chakrabarty.com/Green_Chakrabarty_Whitten_2007_IJSS.pdf  


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 SERVPERF scale to measure service quality. The results support the theorised positive link between market orientation and service quality.

Keywords:
Customer CareOrganizational CultureOrganisational CultureMarket OrientationService QualityService sectorservicesMORTNSERFPERFSERVPERFService Performance

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PDF: http://chakrabarty.com/Green_Chakrabarty_Whitten_2007_IJSS.pdf  



PDF: http://chakrabarty.com/Green_Chakrabarty_Whitten_2007_IJSS.pdf  



back to http://chakrabarty.com