초록 열기/닫기 버튼
There have been many studies regarding how market orientation influences firm's internal job processes. However, not much is about the processes of marketing capability. This study is planned to explore the possible mediating role of marketing capability on the relationship between market orientation and performance in the hotel industry.The finding is that first, market orientation influences marketing capability and second, marketing capability influences hotel performance. Hence hotel managements are recommended to increase marketing capability through emphasizing market orientation and hence accomplish performance. For the purpose of firm's adoption of market orientation, future studies need to explore the methodology about how to implement and increase market orientation as well as the mediating variable like marketing capability. Furthermore, the studies of what the barriers in these journey are should be valuable.
