Examining the impact of market orientation on service quality in shipping companies: the role of risk propensity

Purpose The purpose of this study is to investigate the relationship between market orientation and service quality in the context of shipping companies. Moreover, this study aims to explore the moderating role of risk propensity in the above-mentioned relationship. Design/methodology/approach A research study was carried out on a sample of 255 shipping companies located in Greece. Data were obtained through a structured questionnaire from the managing directors or other senior executives. Data were analyzed through exploratory and confirmatory factor analyses, while the hypothesized relationships were determined through regression analyzes. Findings The analysis of the empirical data shows that intelligence generation and responsiveness have a positive and significant impact on the service quality of shipping companies. Also, the findings showed that this relationship is influenced by the degree of risk propensity, revealing, thus its moderating role on the market orientation – service quality link. Originality/value The current study contributes to the literature by examining for the first time the moderating role of risk propensity in the relationship between market orientation and service quality. Additionally, this is the first study that attempts to investigate the way the dimensions of market orientation predict service quality in the context of shipping companies.