The service sector is an increasingly important source of job creation and economic wealth, and accounts for more than 75 per cent of the GDP of many developed economies. Yet there has been surprisingly little research into the relationship between market orientation and service firm performance. This editorial reviews the major research themes relating to market orientation and service firm performance and suggests an agenda for future research to improve understanding of this important marketing and management issue.
- market orientation
- service industries
- services marketing
Gray, B. J., & Hooley, G. J. (2002). Guest editorial: Market orientation and service firm performance - a research agenda. European Journal of Marketing, 36(9/10), 980-989. https://doi.org/10.1108/03090560210437280