The Relationship of Market-oriented Culture, Internal-market orientation, Service Climate, and Customer-oriented Service Behavior: Cross-Cultural Study of F&B Industry in Taiwan, China and the United
Ling-Hua Weng
Published: September 01, 2021.
Abstract
This study explored the relationship of external market orientation, internal market orientation, service climate and employees’ market-orientated behavior in the Food & Beverage industries in Taiwan, China, and the United States. This is one of few studies that bring together the related market orientation constructs with international context. The result shows that employees’ market-oriented behaviors will be influenced positively by market-oriented culture, employee perceived service climate, as well as internal market orientation. This study identified the role of internal market orientation and service climate in forming employees’ market-oriented behavior. Drawing on data from a sample of 625 frontline employees working in catering services in Taiwan, China, and the US. The study also examined the moderating effects of power distance on cultural roots. Hofstede’s cultural element of power distance was tested and proven to moderate the above-mentioned relationships. Regional differences among the results were also discussed. This study uses second-order confirmatory factor analysis and structural equation modeling to test the relationships. The current study also tested measurement invariance to ensure the constructs that were measured were conceptually equivalent among the three cultural groups.
Keywords: Internal market orientation; Service climate; Power distance; Market orientation; Mediated moderation