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The purposes of this paper are to examine whether internal market orientation facilitates the development of external market capabilities, before influencing organizational performance, and to investigate whether learning orientation strengthens the aforementioned link.

This study collected data through a survey and utilized moderated hierarchical regression analysis to examine the hypothesized relationships.

Internal market orientation facilitates the development of both market capabilities and in turn enhances organizational performance. The result also shows that customer-linking capability is a stronger mediator between internal market orientation and organizational performance. Besides, learning orientation does not moderate the relationship between internal market orientation and external market capabilities.

This study only examines two market capabilities; considers only internal market orientation and does not include other antecedents; and used cross-sectional data, instead of longitudinal data, which consist of information only from 159 services companies in Taiwan.

A company should have international market orientation mechanisms, such as internal market information system and reward systems to keep the internal communications open. For companies stressing external customer relationship, internal marketing is important.

This study provides empirical evidence for the claim that internal marketing influences the formation of an organization's external market capabilities. It also considers two types of market capabilities instead of treating market capabilities as a holistic variable. This study also clarifies learning orientation's relationships with internal market orientation and market capabilities.

The purpose of this paper is first, to find out store image attributes valued by Chinese consumers in Beijing; second, to understand Chinese consumers' preference by comparing an international retailer with a domestic retailer; and third, to provide both international and domestic retailers with suggestions for store image improvement.

This study used a three‐stage approach to collect the data. First, two waves of semi‐structured interviews were carried out, followed by a survey, concluding with another wave of interviews. The survey data were analyzed using SPSS.

The paper finds that there are 18 important attributes in building a hypermarket retailer's store image in China. Beijing consumers are more concerned with a retailer's reputation and services than with the price. In terms of store image dimensions, the paper concludes that store atmosphere is the most important, followed by service personnel and merchandise.

The research scope is limited to Beijing.

The practical implications of the findings are that: store atmosphere is the most important store image dimension for Beijing consumers; Chinese consumers no longer look only for low prices; international hypermarket retailers hold better store image than domestic retailers; and corporate reputation is important for hypermarket retailers in China, followed by quality of goods and staff's service attitude.

This paper is the first to investigate Chinese consumers' perception of store image and top concerns when shopping at a hypermarket.