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Πλοήγηση Διδακτορικές διατριβές ανά Συγγραφέα "Giannopoulos, Antonios"

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  • Μικρογραφία εικόνας
    Τεκμήριο
    Balanced market orientation: conceptualization, empirical validation and impact on organizational performance in the services sector
    Giannopoulos, Antonios; Γιαννόπουλος, Αντώνιος; Athens University of Economics and Business, Department of Marketing and Communication; Γούναρης, Σπυρίδων; Νικάνδρου, Ειρήνη; Κουρεμένος, Αθανάσιος; Ανδρονικίδης, Ανδρέας; Πλακογιαννάκη, Εμμανουέλλα; Τσάρτας, Πάρις; Αυλωνίτης, Γεώργιος
    The focus of market orientation rests on customers and is usually related to financial performance, although employees are considered the “heart and soul of services”, the firm’s raison d’être. The need for a balanced viewpoint between employees/customers, financial/non-financial performance has been recognized long before. The dissertation sheds light on the concept of balanced market orientation, proceeds with its empirical validation and adopts a multisource approach in an attempt to disentangle cross-level interactions among management philosophy, employee-perceived and customer-perceived performance. Tourism and hospitality services ignite cross-fertilizations, since various interactions occur by virtue of the cooperation between support and front-line staff and the multiple “moments of truth” in the service delivery process with visitors and tourists. To explicate the mechanism of balanced market orientation (mirror approach), a time-intensive research design was developed (i.e. multilevel research). After a carefully planned qualitative study, the established cooperation with tourism and hotel industry associations facilitated the data collection from 217 management questionnaires, 1056 employee questionnaires and 943 customer questionnaires from 104 city and resort hotels. With the use of SEM and HLM, the data were analyzed providing evidence for both scholarly research and business practice.The research identifies patterns in internal and external performance, accounting for the hotel context (i.e. contextual effects). Internal marketing positively influences market orientation and also boosts employee satisfaction, internal service quality, organizational commitment, facilitates formalization and enhances participation in decision making and empowerment. Market-oriented behavior is clearly reflected on customer satisfaction, loyalty and customer-perceived service quality. Besides, clan-dominant cultures play a key-role for a positive internal climate and guest experience is further improved in a “human-centered” hotel firm. Overall, the challenge for today’s hotel practitioners is to adopt a “people-centric” approach, experience the service delivery process and keep pace with employees and customers, providing “internal marketing input” to HRM.