Mendiratta, Sumit
(2003)
Market Orientation
A Study On Hotels Of Penang.
Masters thesis, Universiti Sains Malaysia.
Abstract
Industri perhotelan merupakan suatu industri yang berkembang pesat, ianya
memainkan peranan yang penting kepada ekonomi setiap negara. Perkembangan yang ,-
pesat telah meningkatkan cabaran di antara pesaing. Dalam lingkungan rangkakerj a
perancangan strategik, pengurusan harus membuat keputusan pemasaran yang
kritikal. Tujuan kajian ini adalah untuk memberi pemahaman kepada orientasi pasaran
secara amnya, dan membantu pengurus dalam penentuan penyebab yang menentukan
orientasi pasaran ini dalam industri perhotelan. Kajian ini telah dilaksanakan dengan
mencadangkan suatu rangkakerja teoritikal berasaskan model Kohli dan Jaworski
(1993) untuk mengkaji perhubungan di antara penyebab orientasi pasaran dan akibat
orientasi pasaran dalam industri perhotelan di Pulau Pinang.
Hotel industry is one of the important industries that play a major role in
economy of every country. The rapid expansion increases the challenges among
competitors. For one to succeed in the business, the business must be market oriented
and customer driven. Within a strategic-planning framework, managers must make
critical marketing decisions. The purpose of this study was to contribute to the general
understanding of market orientation and to assist managers in determining antecedents
that contributes to market orientation as well as to understand the consequences of
applying market orientation in the hotel industry. This study was conducted, by
proposing a theoretical framework made from Kohli and Jaworski Model, to
investigate the relationship between antecedents of market orientation as well the
consequences of market orientation in hotel industry of Penang. A questionnaire was
generated from the Kohli and Jaworski (1993) research.
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