| dc.description.abstract | The study objectives were to assess the relationship between market orientation and
performance; examine the influence of firm characteristics on performance; assess the
influence of external environmental factors on performance and establish the moderating
effect of external environmental factors on the relationship between market orientation
and performance. The study also sought to establish the moderating effect of firm
characteristics on the relationship between market orientation and marketing
practices;assess the mediating effect of marketing practices on the relationship between
market orientation and performance and finally, establish the joint effect of market
orientation, marketing practices, firm characteristics, external environmental factors on
performance. The pertinent hypotheses were derived from the objectives. The study
population comprised 104 tour firms. A descriptive cross-sectional survey was used.
Primary data were collected using semi-structured questionnaires. Data were analyzed
using descriptive statistics, inferential statistics and regression analysis. The results of the
study revealed that market orientation influences performance. The relevant results also
showed that the external environmental factors directly influence performance and also
moderate the relationship between market orientation and performance. In addition, the
results revealed that the marketing practices partially mediate the relationship between
market orientation and performance. The results showed that firm characteristics do not
influence firm performance nor moderate the relationship between market orientation and
marketing practices. Finally, the joint effect of market orientation, marketing practices,
firm characteristics and external environmental factors was greater than the individual
effects of the independent, intervening and moderating variables on performance. The
study has made contribution to theory, policy and practice in relation to marketing in
general and market orientation specifically. The study offered further clarification into the
relationship between market orientation, marketing practices, firm characteristics, external
environmental factors and performance. The research was not without limitations. The
selection of the study variables was not exhaustive. The use of subjective performance
measures, a relatively small population, use of a descriptive cross-sectional research
design and single key-informant approach, testing of market orientation as a single
concept put constraints on the generazability of the results. Future research should seek to
address these limitations by inclusion of the additional factors, use of a longitudinal
research design, objective performance measures, multiple informant approach and testing
of market orientation as a configuration concept. Replication of the study and examining
the relationship between market orientation and other strategic business orientations,
marketing and competitive strategies could serve as a useful reference for future research | en |
