Mind the gap

Abstract

An emerging perspective on market orientation suggests that strategic insights may be gained when firms take into account their customers' view on the organization's level of market orientation. Recent research offers evidence on the applicability of a customer‐defined market orientation construct, and the existence of a gap between suppliers' and customers' evaluations of the supplier's extent of market orientation. Extends this line of research by exploring the market orientation gap and its outcomes in a relationship‐marketing context. Specifically, explores the importance of such a gap for the relationship. Reviews a number of theoretical viewpoints as to why multiple perspectives should be sought when assessing organizational phenomena such as market orientation. Then tests the impact that a perceptual market orientation gap between business service providers and their customers has on customer satisfaction. The findings suggest that the greater the divergence in perceptions of market orientation between customers and service providers, the lower the level of customer satisfaction. Explores the research and managerial implications of these findings and offers strategies as to how to "mind the gap".

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