The paper probes the role of knowledge-related resources between market orientation and service quality in deluxe hotel and casual dining restaurant chains, which are mostly franchised with advanced foreign countries' brands. The knowledge-related resources consist of imitation capability, market sensing capability, and organizational innovation. Author provide the conceptual framework among the study concepts. The model is empirically tested using multiple regression analysis. The model indicates a directly significant effect of market orientation on service quality, which is not mediated by the role of the knowledge-related resources. Market orientation initiates a great deal of direct effect on market sensing capability, but any knowledge-related resources do not carry such direct effect on service quality.
I. 서론
II. 이론적 배경
III. 가설과 연구 모형
IV. 분석 결과
V. 결론
참고문헌