Impact of market orientation on customer performance and financial performance: Findings from five-star hotels

Abstract

The purpose of this study is to examine the impact of market orientation on customer performance and financial performance in hotel businesses. Moreover, the impact of market orientation and customer performance on financial performance will be analyzed in hotel businesses. The population of the study, in which the convenience sampling method was used, consisted of five-star hotels operating in Turkey. The research data were obtained through face-to-face surveys from the staff of the restaurant, front office and marketing departments of the hotels. The obtained data were analyzed using the Lisrel 8.7 packet program. As a result of the analysis, it was determined that the customer orientation from the market orientation components significantly influence the customer performance in the hotels. On the other hand, it was determined that competitor orientation and interfunctional coordination in hotels have no significant effect on customer performance. Moreover, market orientation in five-star hotels was found to have no significant effect on the financial performance of businesses. Findings, however, show that customer performance in hotels significantly affected financial performance at a high level. © 2021 Elsevier B.V., All rights reserved.