L'orientation vers le marché dans les services : Une contribution au concept, à sa mesure et à son application

Abstract : The existence of a marketing department does not necessarily imply that the firm, as an organization, is listening to its customers and has manifested its ability to satisfy them better than competitors. Referring to the initial "marketing concept", which developed an organizational, and not department, understanding of marketing, researchers on market orientation have sought to give a better definition of the concept of market orientation, its measurement, its antecedents and consequences, and to validate empirically their hypotheses using a comparative method. This doctoral work connects this literature with service literature. Its purpose is 1) to adapt market orientation measurement to service firms, 2) to further consider the organizational complexity inherent in the concept, 3) to understand better the relationship between market orientation and human resources factors, and 4) to understand better organizational determinants of customer satisfaction. On the basis of a large qualitative and quantitative study in the commercial network of a bank, our study shows that market orientation varies within a same S.B.U. and according to respondents' characteristics. Therefore, market orientations cannot be accounted for a measurement of an objective organizational reality (as literature does), but should rather be interpreted as a measurement of subjective perceptions, i.e. a organizational climate. This climate has strong links to human resources factors (supervisor management, role conflict job satisfaction). No direct correlation could be found between market orientation and customer satisfaction, on the contrary to job satisfaction and "efforts to retain customers" (one of the dimensions of market orientation) with customer satisfaction.
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Julien Levy. L'orientation vers le marché dans les services : Une contribution au concept, à sa mesure et à son application. Gestion et management. HEC PARIS, 1996. Français. ⟨NNT : 1996EHEC0042⟩. ⟨pastel-00994824⟩

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