REFINEMENT OF THE MARKETING CULTURE SCALE AND THE RELATIONSHIP BETWEEN MARKETING CULTURE AND PROFITABILITY OF A SERVICE FIRM

被引：38

作者：

WEBSTER, C ^{[1
]}

机构：

[1] MISSISSIPPI STATE UNIV,MISSISSIPPI STATE,MS 39762

来源：

JOURNAL OF BUSINESS RESEARCH | 1993年 / 26卷 / 02期

关键词：

D O I：

10.1016/0148-2963(93)90001-6

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

An instrument for assessing the marketing culture of a service firm is refined by analyzing new data from two independent samples. The scale's reliability, factor structure, and validity are evaluated and the dimensions and 34 items are presented and discussed. Analysis is also performed to determine the relationship between a service firm's marketing culture and profitability. Potential applications of the scale are outlined.

引用

页码：111 / 131

页数：21

共 48 条

[1] MARKETING, STRATEGIC-PLANNING AND THE THEORY OF THE FIRM [J].