The influence of marketing orientation on organizational performance: a case study in Terengganu

Abstract

The purpose of this study is to analyze the important of relationship marketing in the hotel industry performance regarding Permai Hotel that represents a three-star hotel. The research involved 108 employees of Permai Hotel from a variety of departments. A simple random sampling was used and the data are analyzed using reliability analysis, descriptive frequency analysis, Pearson’s correlation analysis, and regression analysis. The result shows that there is a moderate and positive relationship between communication, shared value, empathy and reciprocity with organizational performances. Although the association between the variables is moderately positive, it indicates that the independent variable influences the organization’s performance is significant. It is also discovered that the most influential components of relationship marketing orientation that affect organizational performance is reciprocity.

Keywords: relationship marketing; marketing orientation; organizational performance; hotel industry; trust