Service Marketing Mix, Market orientation and Organisational Performance: A proposed framework



The study presents a conceptual model that shows the relationship between service marketing mix, market orientation and organizational performance. A review of related literature brings about the proposed model. From the proposed conceptual model, it is argued that service marketing mix and market orientation as a direct impact on organizational performance. Business organizations that focuses on coordinating the service marketing mix and also focuses on providing the needs of customers, on the lookout for competitors strategies and integrates all departments to meet the needs and wants of customers stand a better chance in achieving superior organizational performance and attaining competitive edge more effectively and efficiently than those of rivalry firms.


Service marketing mix, market orientation, competitive edge, efficiently, effectively organisational performance

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