Service market orientation and business performance

Abstract

In recent decades marketing has become more dynamic than before. The world has undergone rapid technological changes coupled with stiff competitions on the services or products offered in the services industry. In this competitive arena all enterprises exist to gain profit, however it is obvious that there exists no single formula for better services performance. Marketing managers and scholars believe that marketing orientation improves a lot a company's performance. This is vividly shown when one examines literatures on marketing orientation and its impact on companies' performance.