Marketing culture and performance in UK service firms

In recent years there has been much emphasis on the need for service firms to develop an organisational culture which facilitates the successful imple mentation of marketing activities. This issue is considered critical for th e delivery of services given the degree of interaction between the firm and its customers, and the proclamation by marketing academics and managers th at a strong marketing culture will lead to customer satisfaction, This arti cle reports on an empirical investigation into the relationship between UK service firms' marketing culture and performance. The results link marketin g culture to customer satisfaction, customer retention and profitability Im plications of these findings far managers are subsequently discussed along with directions for future research.