EFFECT OF AN ANALYSIS OF CUSTOMERS AND INTERFUNCTIONAL ACTIONS OF THE COMPANY ON STRATEGIC ACTIONS TO CUSTOMERS IN MARKET ORIENTATION IN SME HOTELS

Abstract

The objective of this research is to know the effect of the constructs Customer Analysis (AC) and Interfunctional Coordination (IC) on the construct Strategic Actions for Customers (EC) in a study on Market Orientation (OM) of SME hotels in the state of Sonora, Mexico. The data is obtained through a survey of middle management executives. In the method, a statistical analysis with SmartPLS is applied. The results highlight the importance of the quality of the information, the effect of conducting an analysis on clients and the strategies taken for customer service. Regarding its originality, there are few empirical studies in this area of knowledge in the region. The relevance is to provide ideas to make the internal activities of hotels efficient. It is concluded that the AC variables have an insignificant effect on the EC variable, however the CI variable does have a significant impact on the EC variable.