Developing a Value-Based Measure of Market Orientation in an Interactive Service Relationship

This study developed a value-based scale measuring market orientation using both qualitative and quantitative research approaches. The shared views of both front-line employees and customers were used in the scale development process. Findings from the first stage of qualitative research resulted in a preliminary construct incorporating both concepts of market orientation and customer value. The following quantitative research steps validated the developed measures and supported the robustness of the proposed construct.