서비스품질, 시장지향성, 성과와의 관계

Service Quality, Market Orientation, and Performance: Perspectives from Customers and Providers

Service is essentially the interaction between service receiver and provider However, previous research studies overlook these perspectives by investigating it from one perspective. In this paper, we develop hypothesis on the relationships between three key constructs in marketing and conduct surveys both on service receivers and service providers. Based on these perspectives, first, we tried to understand the perception differences on SERVQUAL between receivers and providers. In addition, we investigated the relationships between SERVQUAL and performance and between market orientation and performance. Furthermore, relationship between market orientation and SERVQUAL was considered too. Empirical results show that there are positive relationships between SERVQUAL and performance and between market orientation and performance. Also, we identified some interesting results on the relationship between market orientation and SERVQUAL.