Original scientific paper
https://doi.org/10.51650/ezrvs.20.1-2.14
Customer Orientation and Customer-Related Hotel Performance under Conditions of Market Uncertainty
Jasmina Sladoljev
; Šibenik University of Applied Sciences, Šibenik, Croatia
*
Mijana Matošević Radić
; University of Split, University Department of Professional Studies, Split, Croatia
Josipa Đaković
; Šibenik University of Applied Sciences, Šibenik, Croatia
* Corresponding author.
Abstract
The hotel industry faces numerous challenges during periods of market disruption, including changes in guest behaviour, increased uncertainty, and the need to adapt services while maintaining the quality of guest relationships. Under such conditions, customer orientation represents an important strategic approach that enables hotels to better understand guest needs, adapt services, and maintain competitiveness. Based on the Resource- Based View (RBV) and Market Orientation Theory, customer orientation is viewed as a valuable organisational capability that creates superior value for guests. The aim of this study is to examine the impact of customer orientation on customer-related hotel performance during periods of market disruption. The research was conducted on a sample of 73 hotels operating in Dalmatia. Customer-related performance was examined through guest satisfaction, guest loyalty, and guest health and safety. In addition, the relationships between guest health and safety and guest satisfaction, as well as between guest satisfaction and guest loyalty, were examined. Regression results show that customer orientation positively and significantly affects all dimensions of customer-related performance. The strongest effect was observed for guest loyalty, followed by guest health and safety, while the effect on guest satisfaction was weaker but still significant. Supplementary analyses confirmed a positive effect of guest health and safety on guest satisfaction, as well as a strong effect of guest satisfaction on guest loyalty. The findings confirm the importance of customer-oriented strategies and highlight the significance of safety, satisfaction, and long-term guest relationships under conditions of market uncertainty.
Keywords
customer orientation; customer-related performance; market disruption; hotel industry.
Hrčak ID:
349791
URI
Publication date:
27.7.2026.
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