Studying the Effect of Market Orientation on Marketing Effectiveness Case Study: Hotels in Isfahan province

Abstract

According to today’s managers, marketing contains customer growth, i.e. paying attention to satisfaction and quality from the viewpoint of customer as well as his/her loyalty and effective relationship with the customer. Hence, organizations try to have loyal customers and inattention to the customer will be led to collapse of any business. As a result, market orientation is the prerequisite for successful operations of businesses. Therefore, firms can provide a superior value for consumers through considering market orientation and innovation and enhance customer loyalty. This enables the firm to achieve competitive advantage in comparison with other firms and obtains a better performance than its competitors accordingly and the planning in different scopes will have more effectiveness. The purpose of the current study was to investigate the effect of market orientation on marketing effectiveness. The hypotheses were studied using regression analysis and Friedman test by means of SPSS software. The study was conducted using descriptive-field method. All hotel managers and assistant directors in Isfahan province constituted the statistical population. The obtained results of regression test indicate the positive effect of market orientation on marketing effectiveness. Market orientation has a positive and significant effect on components of marketing effectiveness including customer philosophy, operational efficiency, strategic orientation and marketing information.

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