Linking a service‐driven market orientation to service quality

Abstract

PurposeThe purpose of this research is to empirically develop a service‐driven market orientation construct and test its relationships with service quality.Design/methodology/approachThe 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.FindingsThe 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/implicationsThe SERVMO scale is developed using data from the higher education sector and is yet to be validated in other industries.Practical implicationsThe 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/valueThe newly developed SERVMO scale is originally derived from the customer perception data in the Malaysian higher education sector.

The Impact of Faculty of Study on Students’ Satisfaction: A Study of Four Private Universities in Nigeria

“…For instance, Voon's (2006) study found that perceived service quality in higher education had a greater impact on customer satisfaction and loyalty than maintaining a service market orientation by the higher educational institution. However, majority of the studies both in Nigeria and developed countries have focused on the relationship between students' satisfaction and demographic factors such as age, sex, marital status, year of study and nationality (Soutar & McNeil, 1996;Umbach & Porter, 2002;Perry, Sekelsy, & Skarsten, 2003;Tessema, Ready, & Malone, 2012).…”

“…Students' satisfaction has been identified to have a significant impact on maintaining students' loyalty and retention (Cronin & Taylor, 1992;Voon, 2006;Brunson, 2010). For instance, Voon's (2006) study found that perceived service quality in higher education had a greater impact on customer satisfaction and loyalty than maintaining a service market orientation by the higher educational institution.…”

Socio-Environmental Dimensions of Tourist Service Experience in Homestays

“…In fact, experience in hospitality services has been regarded as a competitive tool as well as a way to gain superior service performance (e.g. [11], [12], [13], [14], [4]). However, there should be greater emphasis on empirical research of investigating the social and environmental aspects of customer experience for the priority service sector such as homestay tourism.…”

“…The qualitative (i.e., Focus Groups) and quantitative process (Structural Equation Modeling with AMOS) of developing the measurement cum management tool were scientifically done to develop the marketing construct (e.g. [2], [3], [4], [5]). …”

Comparing the Quality of Services by Public and Private Banks in the View of Customers

“…Moreover, all the SERVMO components are found to be impactful on customer-perceived service quality, with the employee orientation being the most dominant factor. (Voon, 2006) Oliver (1980) empirically demonstrated that attitude was a superordinate concept of satisfaction. Cronin and Taylor (1992) investigated the path between satisfaction and service quality using a sample of eight service firms from four service sectors.…”