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Book part
Publication date: 30 November 2020

Edward K. Ayimey, Robert J. Blomme, Ad Kil and Ben Q. Honyenuga

The paper discusses how market orientation impacts marketing performance in the hotel industry of Ghana. The research was a qualitative research that covered a sample of…

Abstract

The paper discusses how market orientation impacts marketing performance in the hotel industry of Ghana. The research was a qualitative research that covered a sample of nineteen19 hotels in Ghana by using a two-stage nonprobability sampling comprising convenience sampling and purposive sampling. Personal interviews were conducted to collect primary and qualitative data from hotel managers of the sampled hotels. Template analysis was used to analyze the data in order to understand how market orientation impacts selected marketing performance indicators. The study has provided insight into how market orientation impacts marketing performance indicators, precisely sales growth, customer complaints, customer satisfaction, and customer retention. The limitations of the study are that it is a cross-sectional study and it involved only officials of the hotels as participants. Also, the study does not explain how customers perceive market orientation practices and how market orientation affects customer buying behavior. Research implications are that longitudinal research design and involvement of customers as participants should be considered in future-related qualitative studies. The contribution of this study to knowledge is that it has given some explanations to how market orientation impacts sales growth, customer complaints, customer satisfaction, and customer retention in the hotel business.

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Advances in Hospitality and Leisure
Type: Book
ISBN: 978-1-83982-385-5

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Content available
Book part
Publication date: 30 November 2020

Abstract

Details

Advances in Hospitality and Leisure
Type: Book
ISBN: 978-1-83982-385-5

To view the access options for this content please click here
Book part
Publication date: 5 December 2018

Edward Kwame Ayimey, Robert Jan Blomme and Ben Quarshie Honyenuga

In the development of a firm’s market orientation, management commitment plays a critical role. This study aimed to examine the influence of management commitment on…

Abstract

In the development of a firm’s market orientation, management commitment plays a critical role. This study aimed to examine the influence of management commitment on market orientation on the basis of the MARKOR framework of market orientation. This was done through a survey of three-star, four-star and five-star licensed hotels located in Ghana. PLS-SEM was used to analyse data based on SmartPLS. Results showed a positive relationship between management commitment and the behavioural processes included in the MARKOR framework of market orientation: intelligence generation, intelligence dissemination and responsiveness to intelligence. Results also revealed that intelligence dissemination mediates the relationship between management commitment and responsiveness to intelligence. Intelligence generation was not found to mediate this relationship. This study has extended current knowledge by elaborating how management commitment influences market orientation practices.

Details

Advances in Hospitality and Leisure
Type: Book
ISBN: 978-1-78769-303-6

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