Hallmarks in the development of marketing: Chinese managers' market orientation and ability to deliver service quality

Abstract

This chapter presents the results of two empirical studies aimed at assessing the nature of two hallmarks of marketing development: market orientation and the ability to deliver service quality. Both studies used Chinese managers as subjects. The first investigated the nature and scope of marketing orientation the managers perceive in their firms and found that Chinese managers recognize the importance of market orientation and its relation to firm success and performance. The findings demonstrate a well-developed sense of market orientation.

The second study assessed managers' perceptions of their ability to deliver service quality using the SERVQUAL model. Managers in the sample perceive that reliability is the most important dimension for customers, followed by responsiveness and assurance. Formal standards exist for these dimensions and managers are quite optimistic about the ability of their firms to meet these performance standards. The original antecedents presented in the SERVQUAL model do not precisely fit the Chinese market. The factor analysis showed a strong orientation toward operating systems and processes.

Citation

Pitta, D.A. and Smith, D.B. (2011), "Hallmarks in the development of marketing: Chinese managers' market orientation and ability to deliver service quality", Zou, S. and Fu, H. (Ed.) International Marketing (Advances in International Marketing, Vol. 21), Emerald Group Publishing Limited, Leeds, pp. 155-187. https://doi.org/10.1108/S1474-7979(2011)0000021010