Refinement of the marketing culture scale and the relationship between marketing culture and profitability of a service firm
Journal of Business ResearchPublished 1 February 1993
Cynthia Webster
Citations103
SJR quartileQ1
SJR score3.50
SNIP3.35
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Abstract
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.
Keywords
Business, Management and Accounting
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