INFLUENCE OF MARKET ORIENTATION ON ORGANIZATIONAL PERFORMANCE OF STAR RATED HOTELS IN KENYA

Vanessa Aroko; Willy  Muturi; Doris   Mbugua

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Published Apr 29, 2025

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Vol. 13 No. 2 (2025)

Vanessa Atieno Aroko

Jomo Kenyatta University of Agriculture and Technology

Prof Willy Muturi

Jomo Kenyatta University of Agriculture and Technology

Dr Doris V. Mbugua

Jomo Kenyatta University of Agriculture and Technology

Abstract

This study examined the relationship between market orientation and organizational performance in star-rated hotels in Kenya. The study was guided by the Market Orientation Theory, the Resource-Based View (RBV) Theory, and the Dynamic Capabilities Theory. The target population was the 51 four star and five star hotels in Kenya. The target respondents were the 171 managers from various departments at the hotel's under investigation. Primary data was collected and analyzed using both measures of central tendency and the regression analysis. The findings revealed a positive and significant relationship between market orientation and hotel performance (p>0.05). Based on these findings, the study recommended that hotel managers invest in robust market research practices, strengthen their competitive intelligence capabilities, and adopt strategies that focus on customer needs and market dynamics.

Author Biographies

Vanessa Atieno Aroko, Jomo Kenyatta University of Agriculture and Technology

Economics, Accounts and Finance Department

Prof Willy Muturi, Jomo Kenyatta University of Agriculture and Technology

Economics, Accounts and Finance Department

Dr Doris V. Mbugua, Jomo Kenyatta University of Agriculture and Technology

Economics, Accounts and Finance Department

How to Cite

Aroko, V., Muturi, W. ., & Mbugua, D. . . (2025). INFLUENCE OF MARKET ORIENTATION ON ORGANIZATIONAL PERFORMANCE OF STAR RATED HOTELS IN KENYA. Academic Journal of Social Sciences and Education, 13(2), 27–41. Retrieved from http://www.ajsse.org/index.php/1/article/view/305

About Journal

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Abstract

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Vanessa Atieno Aroko, Jomo Kenyatta University of Agriculture and Technology

Prof Willy Muturi, Jomo Kenyatta University of Agriculture and Technology

Dr Doris V. Mbugua, Jomo Kenyatta University of Agriculture and Technology

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