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http://dx.doi.org/10.9723/jksiis.2019.24.4.053

The Effects of Service Employee Market Orientation on Service Creativity: A Cross-National Comparative Study between Korea and Japan  

Cho, BoKyung (국립부경대학교 대학원 경영학과)
Kang, SeongHo (조선대학교 경영학부)
Publication Information
Journal of Korea Society of Industrial Information Systems / v.24, no.4, 2019 , pp. 53-64 More about this Journal
Abstract
This research explored the main and interactive effects of service employee market orientation, service creativity, and national culture(Korea and Japan). To test the hypotheses, responses were collected from 196 Korean and 195 Japan hotel service employee samples. The results showed that service employee market orientation(customer orientation, competitor orientation, and interfunctional coordination) has a positive relationship with service creativity. Also, national culture moderates the relationship between service employee market orientation and service creativity, thereby implying the positive relationship between competitor orientation and service creativity is stronger in Korea than in Japan. In contrast, the positive relationship between interfunctional coordination and service creativity is stronger in Japan than in Korea. Theoretical implications of our findings and practical recommendations for how to address the impact of market orientation on service creativity are discussed.
Keywords
Service employee; Market orientation; Customer orientation; Competitor orientation; Interfunctional coordination; Service creativity;
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Times Cited By KSCI : 2  (Citation Analysis)
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