Service Performance Evaluation

A review on Market orientation and Service Performance Ms. Raj Rani* Dr. Tika Ram**
Abstract
The service sector can’t be separated from economic wealth. In case of developing country like India, service sector plays an important role in the job creation. Market orientation has been evaluated in relation with tangible products. There have been a few researches on the association between market orientation and service performance in the service sector because of intangibility of services. This paper is made by focusing market orientation and service performance of service organizations. It considers three facets of market orientation namely customer orientation, competitor orientation and inter-functional coordination

Empirical results show the market orientation and performance relationship in manufacturing sectors (Nwokah, 2006; Mokhtari et al., 2013; Idar et al.; 2012) but these two terms are also inter linked in context of service firms also (Caruna et al., 1998; Wood et al., 1998; Singh, 2009; Cheng and Krumweide, 2010, Jalali et al., 2013; and Fathi et al., 2013). Most commonly, services are assumed intangible, inseparable, and heterogeneous but customer plays an important role in the service process. To include the customer on the central level in the service process and building the true relationships with the customers to boost up the brand value of customers, all these are encouraged by market orientation (McNaughton et al., 2002). Some studies told that there are direct link between market orientation and performance (Mahmoud, 2011; Jaiyeoba, 2014; Idar, 2012; Oniku, 2009; Mokhtari, 2013; Amini and Habibi, 2013; Dwairi, 2012; Singh, 2009; Wood et al., 1998; Klaib, 2012; and Fathi, 2013). There exists a feeble relationship between these two terms (Nwokah, 2006; and Hussin et

By this, the aim of the study to investigate the relationship between market orientation and service performance in service sector is fulfilled. This study establishes the relationship between the three basic elements of market orientation and service performance and focuses on the role of each facet. The study identified varying effects of market orientation parameters on service performance. This hypothesis lies behind the aim of the study that to find out the influence of market orientation components on service performance. It should be seen that performance determined in the study on the basis of service related measures and therefore closely related to market orientation. These two parameters of service performance viz. quality of services and customer satisfaction are found interlinked with each other. The study visualized that quality of services leads to customer satisfaction. By this, the last aim of the study to identify the relationship between service performance components is