Organisational Culture of Customer Care: Market Orientation and Service Quality

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

18 Pages Posted: 16 Jun 2008 Last revised: 8 Jun 2012

See all articles by Kenneth W. Green

Kenneth W. Green

Henderson State University

Subrata Chakrabarty

University of Texas at El Paso (UTEP)

Dwayne Whitten

Texas A&M University - Department of Information & Operations Management

Date Written: 2007

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.

Keywords: Customer Care, Organizational Culture, Organisational Culture, Market Orientation, Service Quality, Service sector, services, MORTN, SERVQUAL, SERVPERF, Service Performance

JEL Classification: F2, L1, L2, L8, M1, M3, M5

Suggested Citation

Green, Kenneth W. and Chakrabarty, Subrata and Whitten, Dwayne, Organisational Culture of Customer Care: Market Orientation and Service Quality (2007). International Journal of Services and Standards, Vol. 3, No. 2, pp. 137-153, 2007. Available at SSRN: https://ssrn.com/abstract=1144347

Kenneth W. Green

Henderson State University ( email )

1100 Henderson Street
Arkadelphia, AR 71999-0001
United States

Subrata Chakrabarty (Contact Author)

University of Texas at El Paso (UTEP) ( email )

El Paso, TX 79968-0539
United States

HOME PAGE: http://chakrabarty.com

Dwayne Whitten

Texas A&M University - Department of Information & Operations Management ( email )

430 Wehner
College Station, TX 77843-4218
United States

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