The relationship between market orientation, customer loyalty and business performance: A sample from the Western Europe hotel industry

Sampaio, Carlos; Mogollón, José Manuel Hernández; Rodrigues, Ricardo

doi:10.1177/1467358419829179

Cited by 28 publications

(28 citation statements)

References 79 publications

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“…In today's market, in determining the service quality expectations of the current and potential customers in the closest manner, firms can affect perceived quality on their behalf. Thanks to intelligence gathering on customers' preferences, firms in the service industry can enhance business knowledge on how to provide superior value to customers than that of the competition (Sampaio, Hernández-Mogollón, & Rodrigues, 2019).…”

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confidence: 99%

Analysing the importance of sustainability‐oriented service quality in competition environment

Özbekler

Öztürkoğlu

2020

Bus Strat Env

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The logistics sector is one of the most important domains in the service sector in understanding the increasing scale of business activities along with globalization. Due to the nature of the service sector, where competition is increasingly concentrated, the main objective of firms is the creation of their strategy on competitive advantage in regard with knowing the level of quality of the services offered and the firm's image from the customers' point of view. Trying to adapt to the changing conditions of the market drives firms to integrate their competing areas into their sustainability dimensions (economic, social, and environmental) with the aim of increasing their perceived quality through differentiating their business to achieve a sustainable competitive advantage. The aim of this study is to examine the quality level perceived by logistics service providers in terms of triple bottom line approach and to determine the relationship between them for sustainable competition. In line with exploratory methods, factor analysis was used with the aim of finding out a new scale to the literature about the examination of the relationship between quality perception and corporate sustainability in the frame of competition. In this context, data of 120 logistics service providers were collected and analysed. According to the results, the content of the subject consists of nine factors and 29 interrelated subdimensions. As a result of the research, firms have emphasized on the importance of reaching the competition by expanding their quality perceptions within the scope of corporate sustainability in parallel with the increasing customer demands and expectations.

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confidence: 99%

Analysing the importance of sustainability‐oriented service quality in competition environment

Özbekler

Öztürkoğlu

2020

Bus Strat Env

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“…In some of the earlier studies, a positive relationship was reported between market orientation and customer loyalty (Idenedo & Ebenuwa, 2019). Following the same stride, Sampaio et al (2020) also stated that market orientation positively influences customer loyalty, leading to improved firm performance. When customers repetitively come back to purchase the same brand, their loyalty to the brand tends to increase.…”

Section: Market Orientation and Brand Loyaltymentioning

confidence: 97%

“…A popular concept emerging from marketing literature is that of market orientation. Market orientation reflects a firm's ability to respond to the changing market conditions, by gaining useful information from different sources (within and outside the enterprise), in order to create superior customer value (Coley, Mentzer, & Cooper , 2010;Sampaio, Mogollón, & Rodrigues , 2020). In earlier studies, market orientation has often been linked to brand loyalty.…”

Section: Introductionmentioning

confidence: 99%

(In) Direct Effects of Customer-Defined Market Orientation on Brand Loyalty through Purchase Intention and Brand Image: A Parallel Mediation Approach

Khan¹,

Abedin²,

Ghouri³

2021

LJB

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This study investigates the impact of market orientation on brand loyalty, primarily through variables pertaining to the purchase intention and brand image. In order to achieve this aim, this study have resorted to testing the relationships between customer-defined market orientation and purchase intention, and the brand image, leading to brand loyalty. In this regard, the study is quantitative in nature, and uses the cross-sectional design. For this purpose, the primary data were collected from gold jewelry customers (n = 413) from Karachi, Pakistan. Three key findings emerged from the structural model testing. The first finding revealed that the customer, competitor and interventional orientation are positively associated with the purchase intention, brand image and loyalty of gold jewelry customers. Secondly, in simple mediation, the purchase intentions and brand image tend to fully mediate the impact of customer orientation, and competitor orientation on the brand loyalty of gold jewelry customers, while partially mediating the association between the interfunctional coordination and brand loyalty. The third finding revealed that, in parallel to the mediation effect, the impact of customer, competitor and interfunctional orientation on brand loyalty is fully mediated by the purchase intention and brand image. This research is useful for gold jewelry businesses and business owners, since on a comparative level, less research has been conducted in the domestic industry of Pakistan.

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“…The conducted literature studies indicate that, so far, no research on marketing orientation has been conducted in this tourist sub-market. The research has so far focused on the marketing orientation of the hotel market [60][61][62] and restaurant market [63]. The example of this sub-market is the most characteristic illustration of the study of marketing orientation in the tourism market.…”

Section: Marketing Orientation Of Entities On the Tourism Marketmentioning

confidence: 99%

Marketing Orientation of Entities on the Tourism Market

Panasiuk

2021

Sustainability

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The tourism market is characterized by a high level of competition. Hence, the entities providing tourism services and creating their offers in tourist destinations take actions aimed at satisfying the consumers’ (tourists’) needs. These activities are realized by achieving the appropriate level of marketing orientation. In terms of behaviour, marketing orientation is based on the implementation of a marketing concept focusing on customers’ needs and also on the achieved economic results. In cultural terms, marketing orientation should be understood as a type of business culture. The study is of theoretical, empirical and conceptual nature. The theoretical part presents the following issues: genesis and essence of marketing orientation and methods of its measurement, the concept and the scope of the tourism market, along with the implementation of marketing orientation issues necessary to assess the functioning of entities on this market. The concept of a system of connections of a selected type of tourist market entity with other entities in terms of shaping marketing orientation was presented. An example of the research on the level of marketing orientation on the tour operator market in selected European countries was presented in the empirical part. Tour operator market entities in Poland are characterized by a slightly higher average marketing orientation than entities from other European countries. Tour operators operating on the Polish market are also more diversified in terms of the level of marketing orientation than entities from other surveyed European countries. The main aim of the study is to adapt the theoretical and methodological issues related to the assessment of the level of marketing orientation to the entities operating on the tourism market. The specific aim is to analyze the level of marketing orientation of the entities on the tour operator market. The following research methods were used: a critical analysis of the literature on the subject, methods of logical operations; observation, quantitative methods, and diagnostic survey based on a standard questionnaire.

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The relationship between market orientation, customer loyalty and business performance: A sample from the Western Europe hotel industry

Cited by 28 publications

References 79 publications

Analysing the importance of sustainability‐oriented service quality in competition environment

Analysing the importance of sustainability‐oriented service quality in competition environment

(In) Direct Effects of Customer-Defined Market Orientation on Brand Loyalty through Purchase Intention and Brand Image: A Parallel Mediation Approach

Marketing Orientation of Entities on the Tourism Market

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