A framework and implications for service providers. The
article promises to help service providers address the
challenge of generating and using market research data
to develop a market orientation and a corresponding CRM
program. As service organizations continue to expand
internationally, the need to be able to understand
consumers in faraway places is increasing. Marketing
research is a key mechanism through which service
companies understand their current as well as potential
customers. As service organizations contemplate the
global marketplace, there is increasing demand for
managers to understand customer behavior in multiple
countries. This article aims to discuss the importance
of market research information in developing a market
orientation and its impact on international service
organizations. pdf 2006
