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首页> 外文期刊>Journal of Marketing and Consumer Research >Moderating Effect of Competitive Intensity on the Relationship between Customer Orientation and Performance of Hotels in Kenya
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Moderating Effect of Competitive Intensity on the Relationship between Customer Orientation and Performance of Hotels in Kenya

机译：竞争强度对肯尼亚酒店顾客导向与酒店绩效之间关系的调节作用

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Customer orientation should permeate the overall activities of a firm in a competitive environment as it is considered to be an essential element for enhanced performance. The main objective of this study was to empirically test the moderating effect of competitive intensity on the relationship between customer orientation and performance of hotels in Kenya. Resource-Based View (RBV) theory grounded the study. The study employed explanatory research design and sampled 330 respondents from a target population of about 630 managers in 210 hotels, listed under Kenya Association of Hotelkeepers and Caterers (KAHC). Respondents were selected using cluster sampling combined with simple random. Primary data was collected using a structured questionnaire. Data was analyzed using Statistical Package for Social Sciences (SPSS 22.0). Stepwise regression was used to test the research hypotheses. The results revealed that customer orientation is directly associated with hotel performance and has a significant effect on the relationship. The study further revealed that competitive intensity has a moderating effect on the relationship between customer orientation and hotel performance. It therefore reasonable to conclude that customer orientation is an important determinant of performance. The study recommends that hotels must view customer relationship as an asset, consider customer retention as a priority and be committed to meeting customers’ needs and expectations. Such measures will offer hotels better understanding of customers in a competitive business environment which will eventually lead to enhanced performance.
机译：以客户为导向应渗透到公司在竞争环境中的整体活动中，因为它被认为是增强绩效的重要要素。这项研究的主要目的是通过经验检验竞争强度对肯尼亚顾客导向与酒店绩效之间关系的调节作用。基于资源的视图（RBV）理论奠定了这项研究的基础。该研究采用了解释性研究设计，并从肯尼亚旅馆老板与餐饮者协会（KAHC）列出的210家酒店的630名管理人员的目标人群中抽取了330名受访者。使用整群抽样与简单随机抽样相结合的方法来选择受访者。使用结构化问卷收集原始数据。使用社会科学统计软件包（SPSS 22.0）分析数据。逐步回归用于检验研究假设。结果表明，以客户为导向与酒店绩效直接相关，并对该关系产生重大影响。这项研究进一步表明，竞争强度对顾客导向和酒店绩效之间的关系有调节作用。因此，可以合理地得出结论，以客户为导向是业绩的重要决定因素。该研究建议酒店必须将客户关系视为一项资产，将保留客户作为优先事项，并致力于满足客户的需求和期望。这些措施将使酒店在竞争激烈的商业环境中更好地了解客户，从而最终提高绩效。

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