Original scientific paper

https://doi.org/10.20867/thm.31.4.5

The impact of customer orientation, competitive orientation, and inter-functional coordination on the organizational ambidexterity and performance of Saudi Arabian hotel chains

Yousef Ibrahim Y. Shugdar ; Azman Hashim International Business School, Universiti Teknologi Malaysia College of Business Administration, University of Business & Technology, Jeddah, Saudi Arabia
Rosmini Omar ; Dean Azman Hashim International Business School, Universiti Teknologi Malaysia College of Business Administration, University of Business & Technology, Jeddah, Saudi Arabia
Suzilawati Kamarudin ; Associate Professor Azman Hashim International Business School, Universiti Teknologi Malaysia College of Business Administration, University of Business & Technology, Jeddah, Saudi Arabia

Abstract

Purpose – This study aims to investigate the relationships between customer orientation,
competitive orientation, inter-functional coordination, organizational ambidexterity, and
business performance, also exploring the mediating role of organizational ambidexterity by
employing strategic orientation and resource-based view theory.
Methodology/Design/Approach – A total of 288 hotel owners/managers participated in the
present study. Structural equation modeling (partial least squares) via SmartPLS was applied
to test the model of the present study.
Findings – The findings indicate that customer orientation, competitive orientation, and
inter-functional coordination significantly impact organization ambidexterity and business
performance. This study can also confirm the mediating role of organizational ambidexterity
between customer orientation, competitive orientation, inter-functional coordination, and
business performance. This research shows that customer orientation, competitive orientation,
and inter-functional coordination may be essential resources for improving hotel firms’ results.
Originality of the research – The present paper analyzes relationships between variables not
previously investigated in a single model, including customer orientation, competitive orientation,
inter-functional coordination, organizational ambidexterity, and business performance.

Keywords

Customer orientation, Competitive orientation, Inter-Functional coordination, organizational ambidexterity, performance of hotels

Hrčak ID:

340338

URI

https://hrcak.srce.hr/340338

Publication date:

4.12.2025.

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