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Dissertation/Thesis Abstract

Internal market orientation as an antecedent to industrial service quality
by McGrath, Gary E., D.B.A., Nova Southeastern University, 2009, 262; 3352393
Abstract (Summary)

Investigating internal employee behaviors that influence firm results is an area of on-going interest to both academics and practitioners. This study combined the two recently developed constructs of internal market orientation and industrial service quality to investigate their relationship. The integration of the business outcomes of overall service quality, customer satisfaction, and commitment to the relationship were included to add practical application to study. Additionally, the moderator length of relationship between service provider and customer was included to examine its influence in the model.

Internal marketing and market orientation influenced the development of the internal market orientation. Decades of studies into service quality lead to the development of the business-to-business service quality scales applied to this study. Studying these constructs in real world settings, including the moderator, and measuring subjective business outcomes was conducted to confirm scale use, broaden the settings, and offer depth to the field of study.

Two surveys to employees and one survey to matching customers created 107 dyad records for structural equation model analysis. Results showed no significant relationship between internal market orientation and industrial service quality. There was a significant relationship between industrial service quality and overall service quality perception, confirming past studies. However, counter to past research industrial service quality did not influence customer satisfaction and commitment to the relationship. A surprising result was the significant relationship reported between employee perceived service quality and the two business outcomes of customer satisfaction and commitment.

This research did not support the theoretical premise that internal market orientation is an antecedent to industrial service quality. This study reported mixed results for the connections between perceived service quality and the business outcomes included. Some of the limitations from previous research were addressed while a more integrated model was investigated to add to the understanding of the marketing concept.

Indexing (document details)
Advisor: Johnson, William C.
Commitee: Dion, Paul, Gounaris, Spiros
School: Nova Southeastern University
Department: Business Administration (DBA)
School Location: United States -- Florida
Source: DAI-A 70/04, Dissertation Abstracts International
Subjects: Marketing, Management
Keywords: Internal market orientation, Internal marketing, Market orientation, Service, Service quality
Publication Number: 3352393
ISBN: 978-1-109-09328-5
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