Service orientation: antecedents, outcomes, and implications for hospitality research and practice

Service orientation has played an important role both in the literature and hospitality organizations. Despite the large amount of research examining service orientation, less research has focused on understanding the concept within the hospitality sector. To fill the void, this article aims to review and summarize previous research between 1980 and 2008 on the primary relationships between service orientation and other constructs; propose a service orientation framework to provide theoretical parsimony to the literature base; explore the managerial implications for the hospitality industry, with special attention given to the evaluation of different service orientation instruments; and make recommendations for a future research agenda.