Market Orientation Practices and Effects on Organizational Performance: Empirical Insight From Malaysian Hotel Industry

SAGE Open

Haim Hilman¹ 

关键词: market orientation;    organizational performance;    hotel industry of Malaysia;   

DOI  :  10.1177/2158244014553590

学科分类：社会科学、人文和艺术（综合）

来源: Sage Journals

【 摘 要 】

Today’s organizations need market orientation practices to strive and generate superior performance and competitive advantage in the modern turbulent marketplace. Thus, this research inspects the respective links between the dimensions of (a) competitor orientation and (b) customer orientation and performance in the context of hotels in Malaysia. Data were gathered through self-administrated mail questionnaires directed to the top- and middle-level managers of three- to five-star-rated hotels in Malaysia. The findings indicated that hotels in Malaysia practiced competitor orientation and customer orientation as their core marketing strategy. Specifically, both competitor orientation and customer orientation positively linked to organizational performance. Few studies have investigated the practices and effects of market orientation on performance in the Malaysian hotel setting. Therefore, this study provided new insights into the understanding of market orientation practices in the hotel industry, particularly in Malaysia. In addition, the significance of this study, potential limitations, and future examination directions are highlighted.

【 授权许可】

CC BY