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Author(s): Ibini Emueje, Jude Ndubuisi Memeh.

Volume/Issue: Volume 7 , Issue 2 (2024)

Abstract:

The study examined the effect of strategic orientation on organizational performance of hotels in Warri, Delta State. The study used a cross-sectional survey research approach. The survey encompassed a population of 482 employees from 10 selected four- and five-star hotels located in Warri, Delta State. A sample size of 214 employees was chosen from the entire population. A structured questionnaire was employed as the research tool in this study. In order to ascertain the instrument's reliability, a test-retest technique was employed. Data was analyzed by using descriptive and inferential statistical techniques, including correlation and multiple regression analysis. The analysis was conducted using the SPSS for Windows software, namely, version 25. Findings showed that entrepreneurial orientation, market orientation and customer orientation have a significant positive effect on organizational performance. The study concluded that strategic orientation has a significant positive effect on organizational performance of hotels in Warri, Delta State. The study recommended amongst others that hotels should foster an environment in which all team members, ranging from frontline employees to executives, adopt a customer-focused mentality. Ensure that your employees comprehend the significance of anticipating the wants of guests, providing proactive assistance, and continually giving outstanding service.

Keywords:

Strategic Orientation, Organizational Performance, Market Orientation.

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