How Well Does the Firm Know its Customers? The Moderating Effect of Market Orientation in the Hospitality Industry

Kåre Sandvik and Kjell Grønhaug
Additional contact information
Kåre Sandvik: Buskerud University College, Department of Business Administration, Serviceboks 6, N-3504 Hønefoss, Norway
Kjell Grønhaug: Norwegian School of Economics and Business Administration, Department of Strategy and Management, Breiviksveien 40, N-5045 Bergen, Norway

Tourism Economics, 2007, vol. 13, issue 1, 5-23

Abstract: This paper examines to what extent firms in the competitive hospitality industry know their customers. In a study of manager assessments and customer self-reports on customer satisfaction with a product/service, it was found that a firm's knowledge about their customers is modest, indicating that market knowledge does not come easily. The study also shows that market oriented firms hold more accurate perceptions of their customers' satisfaction than their less market oriented counterparts. The paper concludes with a discussion of the theoretical and managerial implications of the empirical findings.

Keywords: customer knowledge; customer satisfaction; market orientation; hospitality industry (search for similar items in EconPapers)
Date: 2007
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://journals.sagepub.com/doi/10.5367/000000007779784461 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:sae:toueco:v:13:y:2007:i:1:p:5-23

DOI: 10.5367/000000007779784461

Access Statistics for this article

More articles in Tourism Economics
Bibliographic data for series maintained by SAGE Publications ().