کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
1009343 1482494 2014 11 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Market orientation in mid-range service, urban hotels: How to apply the MKTOR instrument
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری استراتژی و مدیریت استراتژیک
پیش نمایش صفحه اول مقاله
Market orientation in mid-range service, urban hotels: How to apply the MKTOR instrument
چکیده انگلیسی

This work analyses market orientation (MO) within hotels and its impact on business performance (marketing, economic and financial results). To achieve this, after developing a measurement scale based on MKTOR, a survey targeting senior managers of four-star hotels located in Spain was carried out. The data of the study show that the more market-oriented hotels know their customers and competitors better and that they are more effective at coordinating their actions. This in turn generates a positive and direct effect on customer satisfaction, on the value added for them and on the perceived image of the hotel. Also, perceptions about technological turbulence positively affect the adoption of the MO philosophy and, therefore, its consequences in terms of company performance. Finally, the effects of MO on results would be overvalued if the perception of the impact of the crisis is not taken into account.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: International Journal of Hospitality Management - Volume 43, October 2014, Pages 76–86
نویسندگان
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