Firms with a strong service orientation – that is, those whose organizational policies, practices, and procedures support service excellence – often have a competitive edge in mature Western markets. In transitional economies, however – such as within the newly opened markets of Central...

Purpose – With the growing interest in service orientation research, the concept has been demonstrated to be a defining factor in the creation of superior customer service and value. The purpose of the paper is to evaluate service orientation as a socially constructed variable, empirically...