| Summary: | Market Orientation (MO) is one of the major research streams in strategic marketing developed during the past twenty years. Samples comprised of 41 hotel managers from four and five star hotels in the Klang Valley, Malaysia and were obtained through a mail survey questionnaire. Market orientation was measured using the adopted 20-item MARKOR scale, while the 22-item SERQUAL scale was adopted for service quality for this study. As for the business performance, three performance measures were used in this study: i) occupancy percentage; ii) Return On Assets (ROA), and iii) Return On Sales (ROS). The research hypotheses were tested using the multiple regression analyses. The stepwise regression results revealed that service quality mediates the relationship between market orientation and business performance. © 2012 Taylor & Francis Group, London.
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