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

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.

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