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Developing a market orientation measurement model tailored to the hotel industry
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Orientador(es)
Resumo(s)
Este estudo trata do desenvolvimento de uma escala de medição da orientada para o mercado adaptada à indústria hoteleira. Procede-se a uma análise à literatura sobre a orientação de mercado e desenvolvem-se as dimensões e indicadores do modelo de medida. O modelo proposto possui três dimensões: geração de informação, disseminação de informação e resposta coordenada ao cliente, concorrência e estrutura de mercado. Os resultados da investigação mostram que a escala proposta possui bons indicadores psicométricos. A validez de conteúdo foi avaliada usando um questionário enviado a grupo de especialistas em marketing e os dados do questionário principal mostram que modelo proposto possui validez convergente e discriminante, bem como fiabilidade.
ABSTRACT: This study deals with the development of a market orientation measurement scale tailored to the hotel industry. An analysis to the market orientation literature was conducted and the model dimensions and the measurement indicators were developed. The proposed model has three dimensions: intelligence generation, intelligence dissemination and coordinated response to the client, competition and market structure. The research results shows that the proposed scale possess good psychometric indicators. The content validity was assessed using a survey to a group of marketing experts and data shows that the measurement model holds convergent and discriminant validity as well reliability.
ABSTRACT: This study deals with the development of a market orientation measurement scale tailored to the hotel industry. An analysis to the market orientation literature was conducted and the model dimensions and the measurement indicators were developed. The proposed model has three dimensions: intelligence generation, intelligence dissemination and coordinated response to the client, competition and market structure. The research results shows that the proposed scale possess good psychometric indicators. The content validity was assessed using a survey to a group of marketing experts and data shows that the measurement model holds convergent and discriminant validity as well reliability.
Descrição
Palavras-chave
Indústria hoteleira Orientação de mercado Construção de escala Hotel industry Market orientation Scale construction
Contexto Educativo
Citação
SAMPAIO, Carlos ; HERNÁNDEZ-MOGOLLÓN, José Manuel ; RODRIGUES, Ricardo Gouveia (2018) - Developing a market orientation measurement model tailored to the hotel industry = Desenvolvimento de um modelo de medição da orientação de mercado para a indústria hoteleira. GESTIN. ISSN 1645-2534. Ano 15, nº 16/17, p. 59-74.
Editora
Escola Superior de Gestão de Idanha-a-Nova