서비스품질이 매개변수일 때, 시장지향성은 고객성과에 직접적으로 영향을 미치는가?

Does Market Orientation influence Performance Directly? The Mediating Role of Service Quality.

The market orientation and service quality have been considered two major contributors to organizational performance. However, market orientation studies and service quality studies overlook the relationship between market orientation and service quality when they consider the determinants of performance. The main purpose of this paper is to integrate all the relevant frameworks for market orientation, service quality, and customer performance relationship. Furthermore, we examine the cause and effect relationship in market orientation and customer performance empirically. We suggest that service quality be used as mediator in this relationship. Using the health-provision office data, we examine the direct impact of market orientation on customer performance such as customer satisfaction, repeat buying, employment satisfaction. Empirical results show that when service quality is used as a mediator, the fitness of structural equation modelling gets improved and the direct impact of market orientation disappears. The strategic implication for this result is that enhancing market orientation is not good enough for them to achieve superior customer performance. In order to achieve higher customer performance, higher service quality should be attained. Higher service quality can be obtained by engaging in more market orientation.