The service sector is an increasingly important source of job creation and economic wealth, and accounts for more than 75 per cent of the GDP of many developed economies. Yet there has been surprisingly little research into the relationship between market orientation and service firm...

Market orientation is a corner-stone of marketing and management strategy.However, relatively little research has been conducted into the relationshipbetween market orientation and performance in the context of services firms.This is surprising, given the rapid growth of the services sector in...