Understanding the effects of market orientation and e‐marketing on service performance

Abstract

Purpose

The study aims to use the inter‐relationship between market orientation and e‐marketing in order to investigate alternative mechanisms through which both contribute to tourism services performance.

Design/methodology/approach

Direct and indirect effects of market orientation on performance are examined using structural equation modelling in a sample of 216 tourism firms.

Findings

Market orientation is found to contribute to performance through a dual mechanism in that it contributes both directly and indirectly, through e‐marketing, to the relationship.

Practical implications

The results indicate that academics and managers should consider the inter‐relationships between multiple sources of competitive advantage when looking for explanations of services performance and particularly, tourism services.

Originality/value

This is the first study, to the authors' knowledge, that investigates the inter‐relationship between market orientation and e‐marketing on service performance within the context of travel and tourism services.

Citation

Tsiotsou, R.H. and Vlachopoulou, M. (2011), "Understanding the effects of market orientation and e‐marketing on service performance", Marketing Intelligence & Planning, Vol. 29 No. 2, pp. 141-155. https://doi.org/10.1108/02634501111117593