Abbasgholi Sangi Nour Pour
Abstract
The purpose of this study was to investigate the effect of market orientation on financial performance and the mediating role of customer satisfaction and loyalty. A conceptual model has been used to establish the hypotheses. Data were collected by random cluster sampling from 196 employees of active ...
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The purpose of this study was to investigate the effect of market orientation on financial performance and the mediating role of customer satisfaction and loyalty. A conceptual model has been used to establish the hypotheses. Data were collected by random cluster sampling from 196 employees of active travel agencies in North West of Iran. Data have been tested using Structural Equation Modeling. The results indicate the positive impact of market orientation on financial performance. Also, the findings support the mediating role of loyalty between customer satisfaction and financial performance. However, there are no solid reasons for the mediating role of customer satisfaction between market orientation and financial performance. Testing the suggested research model for the first time in the targeted community is considered an innovative aspect. Suggestions presented to managers of travel agencies, as well as future researchers.
Ali Mohamadi; Behzad Safaei
Abstract
Customers play an important role in successful organizations. Then, taking into consideration the demands and the needs of customers and also implementing innovation in products and services is so important. The purpose of this study is to examine the impact of entrepreneurial orientation, market orientation, ...
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Customers play an important role in successful organizations. Then, taking into consideration the demands and the needs of customers and also implementing innovation in products and services is so important. The purpose of this study is to examine the impact of entrepreneurial orientation, market orientation, learning orientation and human resource efforts on innovation and customer value in Iran 4-star and 5-star hotels. In order to achieve this goal, managers of these hotels were considered as the population of the study and a sample of 82 managers was selected. The data were collected by standard questioner and were analyzed using Structural Equation modeling, Partial Least Square method and PLS software (version 2). The results showed that there is a positive relationship between entrepreneurial orientation and human resources efforts with innovation and customer value, and also, there is a negative relationship between market orientation and innovation and its relationship with the customer value was not confirmed. The Relationship between learning orientation and innovation was rejected and its relationship with customer value was positive and significant.
