Abstract

The key of successes by service providers can be found in their market-orientation. These are organizations which pay more attention to customers and rivals and attempt to provide services with the highest quality. Present paper has studied experimentally the relationship between market-orientation and performance of agencies and brokers of Asia Insurance Company in Kerman province. Here, the scale of market-orientation in service sector is applied. The methodology is field study and the tool to gather information is questionnaire. Factors analysis shows that there are four hidden aspects in the title of market-orientation: customer-orientation, rival-orientation, organizational responsiveness, propensity to customer satisfaction. Findings suggest that customer–orientation and propensity to customer satisfaction have remarkable impacts on performance relative to other aspects. Rival-orientation has lower impact on performance and organizational responsive has an inconsistency relationship with performance.

Highlights

  • Most today trading environments are emerged due to increasingly environmental chaos and competition

  • The aim of present paper is to study the impact of market-orientation on service industry performance (Asia Insurance Company) in Kerman province

  • Research type was a field study and the tool to gather information was a 30-item questionnaire. It was the questionnaire provided by Sing & Ranchhod (2004) that is mixture of items devised by Jaworsky & Kohli (1993). This questionnaire is used for service enterprises like Asia Insurance Company. 12 items are allotted to customer-orientation, 5 items to rivalorientation, 3 items to responsiveness, 5 items to customer satisfaction and 5 items to measure organizational performance

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Summary

Introduction

Most today trading environments are emerged due to increasingly environmental chaos and competition. Most companies have to find the ways to treat such reality In this line, managers have seriously attempted to develop a degree of competition in their own trading sector (Sing & Ranchhod, 2004). Gathering and analyzing information on customers and rivals are vital to set creative and innovative marketing plans As such information helps a company to conceive its customers' needs, competitive strategies cause that they understand activities and threats (Im & Hussain & Sengupta, 2008). In this line, academic and job owners' attentions are toward the relationship between market-orientation and organizational performance. The aim of present paper is to study the impact of market-orientation on service industry performance (Asia Insurance Company) in Kerman province

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