earticle

영어

This study analyzed effects that market orientation of chain hotels influences to business performance through mediating variables of organizational learning, competitive advantage, and market sensing & responding capabilities. Fifteen research hypothesis based on the literature review were suggested, and 226 questionnaires were surveyed from the six deluxe chain hotels in Seoul. The empirical analysis was carried through the covariance structure modeling with LISREL(8.52), and three important facts were deduced as a result. First, chain hotel is required organization and task systematization related market orientation to dimension of total marketing in the future. Second, market orientation of chain hotel have to more emphasized for differentiation maintenance now and other differentiation in the future. Third, organizational learning of chain hotel plays very important role in the market-oriented management system, and it leads to competitive advantage and market sensing & responding capabilities, and it influence to elevation of business performance ultimately.