Effects of market orientation and supplier relationship on business performance: A research on hotels

As an important business function, marketing that aims to meet consumer needs and requests and even to create sufficient value for them has gone through some important phases and undergone evolution in correlation with economical and technological changes throughout the historical process. At the end of the process the approach that is adopted by businesses was modern marketing approach. Appearing of modern marketing conception for businesses was market orientation. Market orientation expressed as a practice of modern marketing approach is a term that has substantial importance at a level of effecting vitality of hotel businesses by learning, competitive advantage and customer satisfaction. In this direction, the term of market orientation was examined at the first chapter of the study.Hotel businesses provide numerous services such as food & beverage, entertainment and lodging in particular to their customers. In addition to this, considerable service variety that is provided makes essential to build a close relationship between hotels and their suppliers. For a hotel business, building close and healthy relationships with suppliers contributes increase of customer satisfaction and, in an indirect way, improvement of performance. Within this scope, relationship between hotels and their suppliers was examined at the second chapter of the study.A field research on hotels was implemented with the intention of revealing the relationship between market orientation and supplier relationship. Within the scope of research, data is obtained by convenience sampling from in total 140 hotel businesses that comprise three-star, four-star, five-star and s-class. Data was obtained by questionnaire forms. Obtained data was analysed by using statistical methods. Results indicated that there are differences between hotel groups related to factors of market orientation and supplier relations. Results of the research presents that there is a positive relation between market orientation and supplier relationship of hotel businesses. In addition to this, it was determined that performance of hotel businesses is effected in a positive way by both market orientation and supplier relationship.