Organisational culture of customer care: market orientation and service quality

The purpose of this study is to assess the proposition that adoption of a market orie ntation le ads to im proved s ervice qua lity for se rvice sector organisations. We argue that an organisational culture incorporating customer care as i ts cen tral t enet an d i nvolving eff orts t o un derstand t he n eeds of customers throug h a m arket orie ntation e nables t he org anisation to pr ovide quality services that satisfy the identified customer needs. Data were collected from 1 5 servi ce p roviders u sing t he M ORTN s cale t o measure market orientation a nd the S ERVPERF scale to m easure se rvice qua lity. T he re sults support t he the orised p ositive link be tween market orie ntation a nd se rvice quality.