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An examination of the role of marketing culture in service quality

Sherriff T.K. Luk (Associate Professor, Department of Business Studies, The Hong Kong Polytechnic University, Hong Kong)

International Journal of Contemporary Hospitality Management

ISSN: 0959-6119

Article publication date: 1 February 1997

9727

Abstract

Competition in Hong Kong’s tourism market is very intense and local travel agencies have to improve the quality of their service in order to enhance their competitive edge. This industry‐specific research examines the relationship between marketing culture and the perceived service quality of outbound tours. The author sampled tour escorts and asked them to describe the patterns and characteristics of their firms’ marketing culture. Tour members who had just returned from outbound tours were also sampled for the measurement of their perceptions of the quality of tours. The findings indicate a positive relationship between marketing culture and service quality. High quality service can be delivered when a travel agency successfully fosters a customer‐oriented marketing culture characterized with a strong emphasis on service quality orientation and interpersonal relationships. In a high‐contact service business such as tourism service, marketers must understand that commitment to quality service and service mentality are integral elements in the firm’s culture and that a positive attitude towards interpersonal relationships must be held by service employees.

Keywords

Citation

Luk, S.T.K. (1997), "An examination of the role of marketing culture in service quality", International Journal of Contemporary Hospitality Management, Vol. 9 No. 1, pp. 13-20. https://doi.org/10.1108/09596119710157522

Publisher

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MCB UP Ltd

Copyright © 1997, MCB UP Limited

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