The Effect of Market-Oriented and Brand-Oriented Service Improvement on Hotel Performance

This study tests a holistic model covering the antecedents and consequences of service improvement within the context of the hospitality industry. Market orientation and brand orientation are considered among the antecedents of service improvement. Consequences of service improvement, on the other h...

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Autor principal:	Serhat Adem Sop
Formato:	article
Lenguaje:	EN
Publicado:	Akdeniz University Tourism Faculty 2021
Materias:	market and brand orientation service improvement customer performance economic performance financial performance hospitality industry Hospitality industry. Hotels, clubs, restaurants, etc. Food service TX901-946.5 Geography (General) G1-922
Acceso en línea:	https://doaj.org/article/cdff241b549147fcbaa3a90fceda717a
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spelling	oai:doaj.org-article:cdff241b549147fcbaa3a90fceda717a2021-12-01T12:02:26ZThe Effect of Market-Oriented and Brand-Oriented Service Improvement on Hotel Performance10.30519/ahtr.7761992147-91002148-7316https://doaj.org/article/cdff241b549147fcbaa3a90fceda717a2021-06-01T00:00:00Zhttps://dergipark.org.tr/tr/pub/ahtr/issue/62642/776199https://doaj.org/toc/2147-9100https://doaj.org/toc/2148-7316This study tests a holistic model covering the antecedents and consequences of service improvement within the context of the hospitality industry. Market orientation and brand orientation are considered among the antecedents of service improvement. Consequences of service improvement, on the other hand, are the sub-dimensions of hotel performance. Data were collected from 121 hotel managers via online questionnaire technique. The research model was tested with PLS-SEM method. Findings related to the direct effect hypotheses show that customer orientation has positive effects on brand orientation and service improvement. While competitor orientation affects brand orientation positively, it does not have a direct effect on service improvement. There is a positive relationship between brand orientation and service improvement. Service improvement enhances the customer performance of a hospitality enterprise while not having a direct effect on the economic performance of the enterprise. On the other hand, customer performance of a hotel increases the economic performance and economic performance enhances its financial performance. Hypotheses concerning the indirect effect indicate that competitor orientation affects service improvement behavior through brand orientation. Similarly, service improvement and economic performance relationship is mediated by customer performance, and customer orientation and economic performance relationship by brand orientation.Serhat Adem SopAkdeniz University Tourism Faculty articlemarket and brand orientationservice improvementcustomer performanceeconomic performancefinancial performancehospitality industryHospitality industry. Hotels, clubs, restaurants, etc. Food serviceTX901-946.5Geography (General)G1-922ENAdvances in Hospitality and Tourism Research, Vol 9, Iss 1, Pp 29-48 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	market and brand orientation service improvement customer performance economic performance financial performance hospitality industry Hospitality industry. Hotels, clubs, restaurants, etc. Food service TX901-946.5 Geography (General) G1-922
spellingShingle	market and brand orientation service improvement customer performance economic performance financial performance hospitality industry Hospitality industry. Hotels, clubs, restaurants, etc. Food service TX901-946.5 Geography (General) G1-922 Serhat Adem Sop The Effect of Market-Oriented and Brand-Oriented Service Improvement on Hotel Performance
description	This study tests a holistic model covering the antecedents and consequences of service improvement within the context of the hospitality industry. Market orientation and brand orientation are considered among the antecedents of service improvement. Consequences of service improvement, on the other hand, are the sub-dimensions of hotel performance. Data were collected from 121 hotel managers via online questionnaire technique. The research model was tested with PLS-SEM method. Findings related to the direct effect hypotheses show that customer orientation has positive effects on brand orientation and service improvement. While competitor orientation affects brand orientation positively, it does not have a direct effect on service improvement. There is a positive relationship between brand orientation and service improvement. Service improvement enhances the customer performance of a hospitality enterprise while not having a direct effect on the economic performance of the enterprise. On the other hand, customer performance of a hotel increases the economic performance and economic performance enhances its financial performance. Hypotheses concerning the indirect effect indicate that competitor orientation affects service improvement behavior through brand orientation. Similarly, service improvement and economic performance relationship is mediated by customer performance, and customer orientation and economic performance relationship by brand orientation.
format	article
author	Serhat Adem Sop
author_facet	Serhat Adem Sop
author_sort	Serhat Adem Sop
title	The Effect of Market-Oriented and Brand-Oriented Service Improvement on Hotel Performance
title_short	The Effect of Market-Oriented and Brand-Oriented Service Improvement on Hotel Performance
title_full	The Effect of Market-Oriented and Brand-Oriented Service Improvement on Hotel Performance
title_fullStr	The Effect of Market-Oriented and Brand-Oriented Service Improvement on Hotel Performance
title_full_unstemmed	The Effect of Market-Oriented and Brand-Oriented Service Improvement on Hotel Performance
title_sort	effect of market-oriented and brand-oriented service improvement on hotel performance
publisher	Akdeniz University Tourism Faculty
publishDate	2021
url	https://doaj.org/article/cdff241b549147fcbaa3a90fceda717a
work_keys_str_mv	AT serhatademsop theeffectofmarketorientedandbrandorientedserviceimprovementonhotelperformance AT serhatademsop effectofmarketorientedandbrandorientedserviceimprovementonhotelperformance
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The Effect of Market-Oriented and Brand-Oriented Service Improvement on Hotel Performance

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