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Developing a Value-Based Measure of Market Orientation in an Interactive Service Relationship

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Abstract:

This study developed a value-based scale measuring market orientation using both qualitative and quantitative research approaches. The shared views of both front-line employees and customers were used in the scale development process. Findings from the first stage of qualitative research resulted in a preliminary construct incorporating both concepts of market orientation and customer value. The following quantitative research steps validated the developed measures and supported the robustness of the proposed construct.

Keywords: CUSTOMER VALUE; MARKET ORIENTATION; MEASURE

Document Type: Research Article

DOI: https://doi.org/10.1362/026725705774538408

Publication date: 2005-08-01

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