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Market orientation and hotel performance: investigating the role of high-order marketing capabilities

Alnawas, Ibrahim and Hemsley-Brown, Jane (2019) Market orientation and hotel performance: investigating the role of high-order marketing capabilities International Journal of Contemporary Hospitality Management.

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Using the resource-based view (RBV), the purpose of this paper is to examine the potential mediation effect of customer relationship management capability, branding capability and service innovation capability on the established link between market orientation (MO) and hotel performance. It further investigates the complementarity between these capabilities in relation to hotel performance.


The survey data were collected from 216 UK hotels. AMOS 23 was used to analyse the research data.


The link between MO and hotel performance appears to be indirect via customer relationship capability, branding capability and service innovation capability. The three capabilities also appear to play different complementary roles when affecting hotel performance.

Practical implications

The current study offers hotel managers a ranking of the contribution of individual capabilities to hotel performance. It also helps them to make better investment decisions in developing the right capability combinations to enhance their hotel performance.


The research is based on integrating MO and RBV into a single framework to gain a deeper understanding of the relationship between MO and high-order marketing capabilities and how these factors shape hotel performance.

Item Type: Article
Divisions : Faculty of Arts and Social Sciences > Surrey Business School
Authors :
Alnawas, Ibrahim
Date : 2019
DOI : 10.1108/IJCHM-07-2018-0564
Copyright Disclaimer : © Emerald Publishing Limited
Uncontrolled Keywords : Brand management; Service innovation; Customer relationship
Depositing User : Clive Harris
Date Deposited : 08 Apr 2019 07:31
Last Modified : 08 Apr 2019 07:31

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