Impact Of Market Orientation and Business Performance: Examining The Mediating Role of Customer Loyalty
The ultimate goal of any business unit is enhancing its performance through various measures. Towards the fulfillment of this goal, practitioners and scholars have been studying various aspects of business units. However, most of such researches those address such concerns were considering the customer related factors and organization factors, in separation. Keeping this fact as a research gap, our study explores the nature of the relationship between market orientation and business performance. Further, we test the also. Questionnaire responses were collected from 215 employees, working in their tourism sector of Nepal. Results of this study show that market orientation has a positive impact on the business performance in the given sample. Further, the mediating role of customer loyalty has also been established in the relationship between market orientation and business performance. Applications of this study could direct the practitioners of tourism sector in Nepal towards enhancing their customer loyalty and thereby the business performance.
KEYWORDS: Market orientation, business performance, customer loyalty, hospitality sector, Nepal.