Annals of the University of Oradea: Economic Science (Jul 2013)
EFFECTS OF CUSTOMER ORIENTATION, LEARNING ORIENTATION AND INNOVATIVENESS ON HOTEL PERFORMANCE - EVIDENCE FROM CLUJ COUNTY
Abstract
This paper seeks to relate a strategy of diversification to inovativeness and to the performance of a hotel. Due to the more increased competition within the area of tourism e.g. hotel sector, the need of analyzing the variables mentioned in the title of the paper has become more and more obvious. The first part of the article regards the literature review for the three variables and thus, like an outcome four hypotheses are stated. The second part consists of developing findings for the studied region of Cluj County based on the presented research methodology. The results show that hotel performance is influenced by customer orientation and hotel innovativeness, while the latest one is associated in a positive manner with learning orientation. The three chosen variables could be considered real driven forces for competitiveness in the hotel sector. Thus, any management team should be aware of the results of this study and should create an appropriate environment within the organization able to sustain an expected performance level by focusing on the mentioned variables. Making a deeper analysis about the performance indicators, the results demonstrate the actual development stage of the hotel sector for Cluj County: above the national average, but with potential of growing, mainly from the perspective of efficiency. At this point, management should be aware about how significant could be innovativeness and learning orientation for creating or improving services and delivering processes. In the hotel sector it is very obvious that due to the increased role of employee the awareness is more valuable than in other sectors. Due to the most relevant market segment e.g. business tourism, the studied county is customer oriented and has a good mean value for sales goal achievement, also. In order to improve the profit goal achievement value, innovativeness and learning orientation have to be considered powerful instruments for management team. Taking into consideration the potential of growth in the Romanian hotel sector, we consider that the three chosen variables - customer orientation, learning orientation and innovativeness, should be further analyzed in respect with other performance indicators. Thus, we consider the study being valuable and relevant because it can be expanded not only to other regions - which gives it practical value, but also by including other performance indicators - for academic value.
