Title: Analysis of marketing capabilities, service differentiation and performance of executive hotels in the State of Santa Catarina, Brazil

Authors: Deosir Flavio Lobo De Castro Junior; Elvis Silveira-Martins; Marcio Nakayama Miura; Jean Carlos De Abreu

Addresses: Federal Institute of Santa Catarina – IFSC, Santa Catarina State, 88020-300, Brazil ' Federal University of Pelotas – UFPel, Rio Grande do Sul State, 96010-610, Brazil ' State University of West Paraná – UNIOESTE/Cascavel, Paraná State, Brazil ' Estácio University Center, Santa Catarina State, Av. Leoberto Leal, 431 – Barreiros, CEP: 88117-001, São José, SC, Brazil

Abstract: This research aims to understand the predictors of hotel performance. The research by Carvalho (2011) and Morgan and Katsikeas (2012) ground future empirical studies of marketing capabilities regarding hotel performance. The study collected data from a sample of 153 Brazilian executive hotels. For the data analysis, exploratory and confirmatory factorial analysis were used. The work adopted structural equations modelling as a set of techniques to conduct the analysis of the data obtained through the survey. Among the research outcomes, it is worth stressing the methodological results such as the validation of scales and the hypothesis tests, which revealed that: marketing capabilities have a positive relationship with performance; marketing capabilities are predictors of service differentiation; marketing capabilities are positively related to service differentiation; service differentiation, in two dimensions, is positively related to performance, and the service differentiation, in its three dimensions, mediates the relationship of marketing capability and hotel performance.

Keywords: hospitality; strategy; marketing capability; service differentiation; performance; competitivity; Brazil.

DOI: 10.1504/IJBEX.2020.106435

International Journal of Business Excellence, 2020 Vol.20 No.4, pp.451 - 470

Received: 06 May 2018
Accepted: 19 Nov 2018
Published online: 07 Apr 2020 *

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