The relationships between market orientation, organizational service orientation and performance

This study aims to examine the difference between market orientation, organizational service orientation, performances (employee satisfactions and business performances) across the type of hotel grade, and investigate the effect on performances of market orientation, organizational service orientation, and interaction of these two factors. For these purposes the authors developed 13 research proposals. The data for this research which were collected from Korean hotel firms' managers and employees, were analyzed with one-way ANOVA, regression analysis. The findings can be summarized as follows. First, five-star hotels display higher levels of market orientation, organizational service orientation, performance (employee satisfaction, business performance) than four-star and three-star hotels. Second, market orientation, organizational service orientation, and interaction of these two variables have significant effects on performances (employee satisfaction, business performance).