Refinement of the marketing culture scale and the relationship between marketing culture and profitability of a service firm

Article Abstract:

Data from two independent samples was used to refine a method for evaluating the marketing culture of a service firm. This refined scale was tested on a sample of service marketers from retail banking, health spas, airlines and repair services. Furthermore, the construct was also used to determine the relationship between marketing culture and profitability. Results indicate that the marketing culture scale was reliable in measuring perceived marketing culture. In addition, a significant relationship between the importance placed on marketing culture and profitability was established.

Commercial Banks, Physical fitness facilities, Air transportation, scheduled, MISCELLANEOUS REPAIR SERVICES, Banking industry, Reports, Profit, Profits, Airlines, Marketing management, Weight loss industry, Diet industry, Repair services industry, Repair services

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Effects of researcher presence and appeal on response quality in hand-delivered, self-administered surveys

Article Abstract:

A study inquired whether the completion of questions in a survey is influenced by factors including the presence of a researcher, the social utility of the survey, an egoistic appeal, or the absence of an appeal. Leading factors affecting completion appeared to be the presence of a researcher and the altruism of the appeal.

Market Research, Psychological aspects, Surveys, Surveys (Studies), Market surveys

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An exploration of the meaning and outcomes of a customer-defined market orientation

Article Abstract:

Customer-defined market orientation is discussed.

Methods

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