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Journal cover: European Journal of Marketing

European Journal of Marketing

ISSN: 0309-0566

Online from: 1967

Subject Area: Marketing

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Mind the gap: An analysis of service provider versus customer perceptions of market orientation and the impact on satisfaction


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Title:Mind the gap: An analysis of service provider versus customer perceptions of market orientation and the impact on satisfaction
Author(s):Areti Krepapa, (University of Bath, Bath, UK), Pierre Berthon, (University of Bath, Bath, UK), Dave Webb, (University of Western Australia, Crawley, Australia), Leyland Pitt, (Curtin University of Technology, Perth, Australia)
Citation:Areti Krepapa, Pierre Berthon, Dave Webb, Leyland Pitt, (2003) "Mind the gap: An analysis of service provider versus customer perceptions of market orientation and the impact on satisfaction", European Journal of Marketing, Vol. 37 Iss: 1/2, pp.197 - 218
Keywords:Customer satisfaction, Market orientation, Marketing, Services marketing
Article type:Research Paper
DOI:10.1108/03090560310454253 (Permanent URL)
Publisher:MCB UP Ltd
Abstract:An emerging perspective on market orientation suggests that strategic insights may be gained when firms take into account their customers’ view on the organization’s level of market orientation. Recent research offers evidence on the applicability of a customer-defined market orientation construct, and the existence of a gap between suppliers’ and customers’ evaluations of the supplier’s extent of market orientation. Extends this line of research by exploring the market orientation gap and its outcomes in a relationship-marketing context. Specifically, explores the importance of such a gap for the relationship. Reviews a number of theoretical viewpoints as to why multiple perspectives should be sought when assessing organizational phenomena such as market orientation. Then tests the impact that a perceptual market orientation gap between business service providers and their customers has on customer satisfaction. The findings suggest that the greater the divergence in perceptions of market orientation between customers and service providers, the lower the level of customer satisfaction. Explores the research and managerial implications of these findings and offers strategies as to how to “mind the gap”.



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