Market orientation in mid-range service, urban hotels: How to apply the MKTOR instrument (original) (raw)
Related papers
MARKET ORIENTATION AND BUSINESS PERFORMANCE IN HOTEL INDUSTRY
World economy has gone through a rapid change in the last few decades. One of the rapid changes was the competition in almost in every industry and country. In this competitive environment, enterprises exist to gain profit. However, it is obvious that it is very hard to give one formula for profitability and better business performance. Many managers and marketing academicians has believed market orientation improve company's performance. Literature of marketing has been focused on marketing orientation and its impact to companies' performance, for more than 30 years. Lately hotel industry is also gaining more interest by the academicians. One of the reason is, hotel industry has significant influence to the economy.
Market Orientation and Hotel Industry: Developing a Measurement Model
Lecture Notes in Electrical Engineering, 2018
This study seeks to fill a gap in market orientation literature about the hotel industry and deals with the construction of a market orientation scale tailored based on a sample obtained from the hotel industry in a multicultural context. The proposed model has three dimensions: intelligence generation, intelligence dissemination and coordinated response to the client, competition and market structure domains. Research results indicate that the scale has good psychometric indicators. Content validity was assessed by questioning a group of marketing experts across Western Europe. Working data indicates that the proposed model holds convergent and discriminant validity as well reliability.
Journal of Risk and Financial Management
This study seeks to evaluate the market orientation literature within the scope of the hotel industry. It uses bibliometric methods, particularly a co-citation analysis combined with a literature review. Data were obtained from the Web of Science database and 136 unique documents were used in the analysis. The results show that market orientation literature using data from the hotel industry has been focused on assessing the relationship with hotel business performance and involves three background subjects: methodological aspects regarding the statistical analysis, market orientation theoretical framework and measurement scales, and innovation-related issues, particularly concerning the provided service, including incremental and radical innovations, which are critical over periods of market turmoil. A proposal for future research is presented.
Market-driven hotel brands: Linking market orientation, innovation, and performance
Market orientation" is a term popularized by marketing practitioners to indicate the extent to which a firm is market driven. This presumed linkage between market orientation and profitability has caught the attention of scholars, but, surprisingly, only two prior studies have reported a positive association between the two. Given the special relevance to the hotel industry of being market driven, we believe this industry provides the ideal setting for demonstrating the link between market orientation and performance. This research examines this linkage in the hotel industry. The results of our study suggest that market orientation is positively and significantly related to innovation, subjective performance, and objective performance. This result yields a number of useful ideas about how to harness the power of the marketing concept.
Tourism and Hospitality Research, 2019
This study explores the nature of the relationship between market orientation and business performance and the mediating role of customer loyalty in this relationship. Empirical analysis was based on a sample from the Western European hotel industry. Research results indicate that market orientation has a positive direct effect on business performance and that the effects of market orientation on business performance are mediated through customer loyalty. Market orientation produces a positive effect on customer loyalty, which in turn has a positive effect on business performance, showing that market orientation has a significant and positive indirect effect on business performance. These findings suggest potential major implications for the hotel industry. For example, by developing a market-oriented organization, hotels could produce positive effects on customer loyalty and consequently on their business performance.
The Impact of Market Orientation on Performance of Selected Hotels in Ondo State, Nigeria
Open Journal of Business and Management, 2018
Market orientation has been identified as a critical success factor for business performance. However, this relationship has not been adequately investigated in the hotel industry especially in Nigeria. Consequently, the purpose of this study is to investigate the impact of market orientation practices on performance of selected hotels in Akure, Ondo State, Nigeria. The study further investigates if the age or size of a hotel influences market orientation practices. To achieve the objectives of the study, a cross-sectional research design was adopted. Data was collected with the aid of questionnaire from 68 hotels. The findings indicate that market orientation has impact on the performance of hotels. It was also found that the size of a hotel has no influence on market orientation practices but it is influenced by the age of the hotel. Therefore, the study provides new insights into the understanding of market orientation practices in the hotel industry.
Effect of an analysis of clients and interfunctional actions of the company on strategic actions to clients in market orientation in SME hotels (Atena Editora), 2024
El objetivo de esta investigación es Conocer el efecto de los constructos Análisis de clientes y Coordinación interfuncional sobre el constructo Acciones estratégicas a Clientes en un estudio sobre Orientación al Mercado de hoteles PYMES del estado de Sonora, México. Los datos son obtenidos mediante una encuesta realizada a ejecutivos de mandos medios. En el método se aplica un análisis estadístico con SmartPLS. Los resultados destacan la importancia de la calidad de la información, el efecto de realizar un análisis sobre clientes y las estrategias que se toman para la atención al cliente. En cuanto su originalidad, existen pocos estudios empíricos en esta área del conocimiento en la región. La relevancia es proporcionar ideas para hacer eficiente las actividades internas de los hoteles. Se concluye que en escala de Likert de 1 al 5 se tiene una orientación al mercado por encima de la media, teniendo como limitante no poder generalizar los resultados a todo el país.
Market orientation and business performance in a Chinese business environment
Journal of Business Research, 2003
World economy has gone through a rapid change in the last few decades. One of the rapid changes was the competition in almost in every industry and country. In this competitive environment, enterprises exist to gain profit. However, it is obvious that it is very hard to give one formula for profitability and better business performance. Many managers and marketing academicians has believed market orientation improve company's performance. Literature of marketing has been focused on marketing orientation and its impact to companies' performance, for more than 30 years. Lately hotel industry is also gaining more interest by the academicians. One of the reason is, hotel industry has significant influence to the economy.
Market orientation and hotel performance: The mediating effect of creative marketing programs
Journal of Hospitality and Tourism Management, 2019
This work investigates the indirect effects between market orientation and hotel performance through creative marketing programs. The focus is on exploring the indirect effects between 1) customer orientation, competitor orientation, and cross-functional integration; and 2) hotel financial performance through two aspects of creative marketing programs, namely, novelty and meaningfulness. Through an empirical analysis using structural equation modeling, we discovered four mediation phenomena in the hotel industry: customer orientation positively correlates to a hotel's financial performance through the meaningfulness and novelty of marketing programs, but competitor orientation and cross-functional integration contribute to the hotels' performance only via the meaningfulness of such programs. Furthermore, it was observed that customer orientation plays the most important role in market orientation, in terms of how well a hotel performs. These findings are used to discuss managerial implications and future research directions.
Price Strategy, Market Orientation, and Business Performance in the Hotel Industry
Journal of Global Information Management, 2021
This study seeks to study the relationship between market orientation and business performance and to evaluate the mediating effect of adopting a low-price strategy in this relationship in the hotel industry. A sample from the Spanish and Portuguese hotel industry is used. Results show that the effect of market orientation on business performance is positive and direct. On the other hand, the results do not confirm the mediating effect of a strategy based on low-price in the strength of this relationship. Moreover, results indicate that a price strategy based on low-price is negatively related to hotel business performance.