Marketing Culture and Performance in UK Service Firms

In recent years there has been rnuch ern1 hasi.s on the need for service firms to develop an orgatzisational culture which facilitates the successful implementation of marketing activities. This issue is considered critical for the delivery of .sewices given the degree of interaction between the firm and its customers, and the proclamation by marketing academics and managers that a strong marketing culture will lead to customer satisfaction. This article reports on an empirical investigation into the relationship between UK service firms' marketing culture and performance. The results link marketing culture to customer satisfaction, customer retention and profitability. implications of these findings for managers are suh.sequent1 discussed along with directions for future research.