This Article Abstract Free Full Text (Free PDF) Free Alert me when this article is cited Alert me if a correction is posted Services Email this article to a friend Similar articles in this journal Alert me to new issues of the journal Add to Saved Citations Download to citation manager Request Permissions Request Reprints Add to My Marked Citations Citing Articles Citing Articles via Google Scholar Google Scholar Articles by Sin, L. Y. M. Articles by Yim, F. H. K. Search for Related Content Social Bookmarking                   What's this?

The Effects of Relationship Marketing Orientation on Business Performance in the Hotel Industry

The Chinese University of Hong Kong

Alan C. B. Tse

The Chinese University of Hong Kong

Haksin Chan

The Chinese University of Hong Kong

Vincent C. S. Heung

The Hong Kong Polytechnic University

Frederick H. K. Yim

Drexel University

The purpose of this study was to investigate the link between relationship marketing orientation and business performance in the hotel industry. Data were generated from 63 hotels in Hong Kong. The findings indicate that relationship marketing orientation was positively and significantly associated with marketing performance and financial performance of a hotel. Implications of the findings are discussed, and limitations of the study as well as further research directions are addressed.

Key Words: relationship marketing orientation • hotel industry • business performance • Hong Kong

References

• Anderson, J. C., & Narus, J. A. (1990). A model of distributor firm and manufacturer firm working partnership. Journal of Marketing, 54(1), 42-58.
• Appiah-Adu, K. (1997). Market orientation and performance: Do the findings established in large firms hold in the small business sector? Journal of Euromarketing, 6(3), 1-26.
• Armstrong, J. S., & Overton, T. S. (1977). Estimating non-response bias in mail surveys. Journal of Marketing Research, 14(3), 396-402.[CrossRef]
• Berry, L. L. (1983). Relationship marketing. In L. L. Berry, G. L. Shostack, & G. Upah (Eds.), Emerging perspectives on services marketing (pp. 25-28). Chicago: American Marketing Association.
• Berry, L. L., & Parasuraman, A. (1991). Marketing services: Competing through quality. New York: Free Press.
• Berry, L. L., & Parasuraman, A. (1993). Building a new academic field—The case of services marketing. Journal of Retailing, 69(1), 13-60.
• Berry, L. L., Zeithaml, V. A., & Parasuraman, A. (1990). Five imperatives for improving service quality. Sloan Management Review, 31(4), 29-38.
• Blattberg, R. C., & Deighton, J. (1991). Interactive marketing: Exploiting the age of addressability. Sloan Management Review, 33(1), 5-14.[Medline] [Order article via Infotrieve]
• Brown, S. W., & Swartz, T. A. (1989). A gap analysis of professional service quality. Journal of Marketing, 53(2), 92-98.[CrossRef]
• Callaghan, M., McPhail, J., & Yau, O. H. M. (1995, July). Dimensions of a relationship marketing orientation. Proceedings of the Seventh Biannual World Marketing Congress, Melbourne, Australia.
• Chakravarthy, B. S. (1986). Measuring strategic performance. Strategic Management Journal, 7(5), 437-458.[ISI]
• Churchill, G. A., Jr. (1979). A paradigm for developing better measures of marketing constructs. Journal of Marketing Research, 16(1), 64-73.[CrossRef]
• Churchill, G. A., Jr. (1995). Marketing research methodological foundations (6th ed.). Fort Worth, TX: Dryden Press.
• Cronin, J. J., & Page, T. J. (1988). An examination of the relative impact of growth strategies on profit performance. European Journal of Marketing, 22(1), 57-68.
• Cross, E. M., & Chaffin, W. W. (1982). Use of the binomial theorem in interpreting results of multiple tests of significance. Educational and Psychological Measurement, 42(1), 25-34.[Abstract]
• Dahringer, L. D. (1991). Marketing services internationally: Barriers and management strategies. Journal of Services Marketing, 5(3), 5-17.
• Dawes, J. (1999). The relationship between subjective and objective company performance measures in market orientation research: Further empirical evidence. Marketing Bulletin, 10, 65-75.
• Ellis, K. L., Lee, J., & Beatty, S. E. (1993). Relationships in consumer marketing: Directions for future research. In D. W. Cravens & P. Dickson (Eds.), Enhancing knowledge development in marketing (pp. 225-230). Chicago: American Marketing Association.
• Etgar, M. (1979). Sources and types of intrachannel conflict. Journal of Retailing, 55(1), 61-78.
• Evans, J. R., & Laskin, R. L. (1994). The relationship marketing process: A conceptualization and application. Industrial Marketing Management, 23(5), 439-452.[CrossRef]
• Fuhrman, D. (1991). Interactive electronic media. Sales and Marketing Management, 143(1), 44-47.
• Golden, B. R. (1992). SBU strategy and performance: The moderating effects of the corporate-SBU relationship. Strategic Management Journal, 13(2), 145-158.
• Greenley, G. E. (1995). Market orientation and company performance: Empirical evidence from UK companies. British Journal of Management, 6(1), 1-13.
• Grönroos, C. (1988). New competition in the service economy: The five rules of service. International Journal of Operations and Production Management, 8(3), 9-19.
• Grönroos, C. (1989). Defining marketing: A market-oriented approach. European Journal of Marketing, 23(1), 52-60.[CrossRef]
• Grönroos, C. (1990). Service management and marketing. Lexington, MA: Lexington Books.
• Grönroos, C. (1991). The marketing strategy continuum: Toward a marketing concept for the 1990s. Marketing Decision, 29(1), 7-13.
• Gruen, T. W. (1997). Relationship marketing: The route to marketing efficiency and effectiveness. Business Horizon, 40(6), 32-38.
• Gummesson, E. (1987). The new marketing—Developing long-term interaction relationships. Long Range Planning, 20(4), 10-20.
• Gummesson, E. (1994). Broadening and specifying relationship marketing. Asia-Australia Marketing Journal, 2(1), 31-43.
• Harker, M. J. (1999). Relationship marketing defined? An examination of current relationship marketing definitions. Marketing Intelligence and Planning, 17(1), 13-20.[CrossRef]
• Houston, F. S., Gassenheimer, J. B., & Maskulka, J. M. (1992). Marketing exchange transactions and relationships. Westport, CT: Quorum Books.
• Jackson, B. (1985). Building customer relationships that last. Harvard Business Review, 63(6), 120-128.
• Jaworski, B. J., & Kohli, A. K. (1993). Market orientation: Antecedents and consequences. Journal of Marketing, 57(3), 53-70.[CrossRef]
• Jöreskog, K. C., & Sörbom, D. (1984). LISREL VI: Analysis of linear structural relationships by maximum likelihood, instrumental variables and least squares methods. Mooresville, IN: Scientific Software.
• Kumar, K., Subramanian, R., & Yauger, C. (1998). Examining the market orientation-performance relationship: A context-specific study. Journal of Management, 24(2), 201-233.[Abstract]
• Levitt, T. (1983). After the sale is over. Harvard Business Review, 61(5), 87-93.
• Levy, S., & Zaltman, G. (1975). Marketing society and conflict. Englewood Cliffs, NJ: Prentice Hall.
• Luo, Y., & Chen, M. (1996). Managerial implications of guanxi-based business strategies. Journal of International Management, 2(4), 293-316.
• Mohr, J., & Nevin, J. R. (1990). Communication strategies in marketing channels: A theoretical perspective. Journal of Marketing, 54(4), 36-51.[CrossRef]
• Möller, K., & Halinen, A. (2000). Relationship marketing theory: Its roots and direction. Journal of Marketing Management, 16(1-3), 29-54.
• Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38.
• Narver, J. C., & Slater, S. F. (1990). The effect of a market orientation on business profitability. Journal of Marketing, 54(4), 20-35.[CrossRef]
• Nunnally, J. C. (1978). Psychometric theory. New York: McGraw-Hill.
• Patterson, P. G., & Cicic, M. (1995). A typology of service firms in international markets: An empirical investigation. Journal of International Marketing, 3(4), 57-83.
• Pearce, J. A., Robbins, D. K., & Robinson, R. B., Jr. (1987). The impact of grand strategy and planning formality on financial performance. Strategic Management Journal, 8(2), 125-134.
• Pelham, A. M. (1997). Mediating influences on the relationship between market orientation and profitability in small industrial firms. Journal of Marketing Theory and Practice, 22(3), 55-76.
• Pelham, A. M., & Wilson, D. T. (1996). A longitudinal study of the impact of market structure, firm structure, strategy, and market orientation culture on dimensions of small-firm performance. Journal of the Academy of Marketing Science, 24(1), 27-43.
• Podsakoff, P. M., & Organ, D. W. (1986). Self-reports in organizational research: Problems and prospects. Journal of Management, 12(4), 531-544.[Abstract]
• Raju, P. S., Lonial, S. C., & Gupta, Y. P. (1995). Market orientation and performance in the hospital industry. Journal of Health Care Marketing, 15(4), 34-41.[Medline] [Order article via Infotrieve]
• Robinson, R. B., & Pearce, J. A. (1988). Planned patterns of strategic behavior and their relationship to business-unit performance. Strategic Management Journal, 9(1), 43-60.
• Ruekert, R. W. (1992). Developing a market orientation: An organizational strategy perspective. International Journal of Research in Marketing, 9(3), 225-245.[CrossRef]
• Sherman, S. (1992). Are strategic alliances working? Fortune, 126(6), 77-78.
• Sin, L. Y. M., Tse, A. C. B., Yau, O. H. M., Chow, R. P. M., Lee, J. S. Y., & Lau, L. B. Y. (2005). Relationship marketing orientation: Scale development and cross-validation. Journal of Business Research, 58(2), 185-194.[CrossRef]
• Sin, L. Y. M., Tse, A. C. B., Yau, O. H. M., Lee, J. S. Y., & Chow, R. (2002). The effect of relationship marketing orientation on business performance in a service-oriented economy. Journal of Services Marketing, 16(7), 656-676.[CrossRef]
• Sin, L. Y. M., Tse, A. C. B., Yau, O. H. M., Lee, J. S. Y., Chow, R., & Lau, L. B. Y. (2000). Market orientation and business performance: An empirical study in Mainland China. Journal of Global Marketing, 14(3), 5-29.
• Slater, S. F., & Narver, J. C. (1994). Does competitive environment moderate the market orientation-performance relationship? Journal of Marketing, 58(1), 46-55.[CrossRef]
• Smith, T. F., & Johnson, R. L. (1993). Facilitating the practice of relationship marketing. In D. W. Cravens & P. Dickson (Eds.), Enhancing knowledge development in marketing (pp. 232-233). Chicago: American Marketing Association.
• Stapleton, R. E., Nacci, P., & Tedeschi, J. R. (1973). Interpersonal attraction and the reciprocation of benefits. Journal of Personality and Social Psychology, 28(2), 199-205.[CrossRef]
• Tan, J. J., & Litschert, R. J. (1994). Environment-strategy relationship and its performance implications: An empirical study of the Chinese electronics industry. Strategic Management Journal, 15(1), 1-20.
• Van Egeren, M., & O’Connor, S. (1998). Drivers of market orientation and performance in service firms. Journal of Services Marketing, 12(1), 39-58.
• Venkatraman, N., & Ramanujam, V. (1986). Measuring of business performance in strategy research: A comparison approach. Academy of Management Review, 11(4), 801-814.[CrossRef][ISI]
• Wilson, D. T., & Mummalaneni, V. (1986). Bonding and commitment in supplier relationship: A preliminary conceptualization. Industrial Marketing and Purchasing, 1(3), 58-66.
• Yau, O. H. M., Lee, J. S. Y., Chow, R., Sin, L. Y. M., & Tse, A. C. B. (2000). Relationship marketing: The Chinese way. Business Horizon, 43(1), 16-24.[CrossRef]
• Yau, O. H. M., McFetridge, P. R., Chow, R., Lee, J. S. Y., Sin, L. Y. M., & Tse, A. C. B. (2000). Is relationship marketing for everyone? European Journal of Marketing, 34(9/10), 1111-1127.

CiteULike

Connotea

Del.icio.us

Digg

Reddit

Technorati

This Article Abstract Free Full Text (Free PDF) Free Alert me when this article is cited Alert me if a correction is posted Services Email this article to a friend Similar articles in this journal Alert me to new issues of the journal Add to Saved Citations Download to citation manager Request Permissions Request Reprints Add to My Marked Citations Citing Articles Citing Articles via Google Scholar Google Scholar Articles by Sin, L. Y. M. Articles by Yim, F. H. K. Search for Related Content Social Bookmarking                   What's this?