In the development of a firm’s market orientation, management commitment plays a critical role. This study aimed to examine the influence of management commitment on market orientation on the basis of the MARKOR framework of market orientation. This was done through a survey of three-star,...

Increased competition amongst the hotel industry players has challenged managers not to focus their attention exclusively on ways to attract and satisfy their customers, but to invest in customer retention strategies with the potential to ensure superior performance of their hotels. This study...