Do customers really matter? Effect of customer orientation on innovativeness

Marcin Olszewski , Barbara Kowalczyk , Łukasz Widła-Domaradzki


Customer orientation has been widely recognised as one key factor enhancing innovativeness of hotels. However, very limited research has explored this issue in the context of hotel market in the process of transition. Responding to this need, the objective of the study is therefore to identify the impact of the customer orientation on innovativeness of the hotel companies in Poland. Three dimensions of customer orientation, which includes customers’ knowledge acquisition, customers’ knowledge processing and customers’ knowledge exploitation, were hypothesised as sources of innovativeness and verified on the basis of questionnaire survey carried out among 400 hotel companies in Poland. The results suggest that hotels do take actions aimed at interacting with customers which leads to knowledge creation and innovations. We found significant role of customers’ knowledge acquisition and customers’ knowledge processing on innovativeness. The results of the study provide hotel management with relevant insights into the customers’ engagement in the innovation process.
Author Marcin Olszewski (WGM / KT)
Marcin Olszewski,,
- Department of Tourism
, Barbara Kowalczyk
Barbara Kowalczyk,,
, Łukasz Widła-Domaradzki
Łukasz Widła-Domaradzki,,
Publication size in sheets1.4
Book Tajeddini Kayhan , Ratten Vanessa , Merkle Thorsten (eds.): Tourism, Hospitality and Digital Transformation. Strategic Management Aspects, 2020, Routledge, ISBN 9780429054396, 250 p., DOI:10.4324/9780429054396
Keywords in Polishinnowacje, orientacja na klienta, hotelarstwo
Keywords in Englishinnovation, customer orientation, hospitality industry
Languageen angielski
Score (nominal)75
Score correctionScore increased (at least one author (N) declares Humanities, Social sciences or Theological science)
Score sourcepublisherList
ScoreMinisterial score = 75.0, 14-04-2020, MonographChapterAuthor
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UwagiFirst online 7 October 2019
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