A measure of revenue management orientation and its mediating role in the relationship between market orientation and performance

Noureddine Selmi () and Damien Chaney ()
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Noureddine Selmi: Groupe Sup de Co La Rochelle
Damien Chaney: Département de marketing [ESC Troyes] - Groupe ESC Troyes en Champagne, REGARDS - Recherches en Économie Gestion AgroRessources Durabilité Santé- EA 6292 - URCA - Université de Reims Champagne-Ardenne - MSH-URCA - Maison des Sciences Humaines de Champagne-Ardenne - URCA - Université de Reims Champagne-Ardenne

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Abstract: This research conceptualizes revenue management as a specific strategic orientation—that is, the belief, and the processes that guide this belief, that revenue management leads to greater performance. As a first step, we propose REMANOR, a two-dimensional measure of revenue management orientation (RMO). Then, we investigate the impact of RMO on firm performance in the French hotel industry. The results show that RMO plays a mediating role in the relationship between market orientation and performance. The article also highlights the moderating role of customers' acceptance of revenue management practices on the RMO-performance relationship. The article concludes with the theoretical and managerial implications of the research.

Keywords: Revenue management; Yield management; Market orientation; Performance Pricing Services (search for similar items in EconPapers)
Date: 2018-08
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Published in Journal of Business Research, 2018, 89, pp.99-109. ⟨10.1016/j.jbusres.2018.04.008⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02047971

DOI: 10.1016/j.jbusres.2018.04.008

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