Abstract
The objective of this study was to validate three independent variables, namely market sensing, learning, targeting and positioning, as to dimensions of dynamic marketing capability (DMC). By developing a theoretical framework, this study demonstrates the importance of three dimensions of DMC. This study collected 530 valid samples through an online questionnaire survey in major cities in Indonesia. Respondents are Indonesian citizens aged over 15 years who have stayed at three to five-star international hotels in Indonesia during the Covid-19 period in 2020. This study used a combination of Smart-PLS and SPSS to examine the outer model and inner model. The outcome of this study demonstrated that market sensing had a significant effect on DMC. Then, market learning also had a significant effect on DMC. Next, market targeting and positioning had a significant effect on DMC from the perspective of the customer in international hotels in Indonesia. The outcome of this study is to support the development of a conceptual framework and conduct an empirical evaluation of the relationship between market sensing, market learning, market targeting and positioning, which are DMC dimensions in global marketing. In general, this study contributes to the international hotel industry in developing the marketing area in the context of DMC.
Highlights
This study explores and validates the relationship between market sensing, market learning, and market targeting and positioning, which are the dimensions of dynamic marketing capability (DMC) from a customer perspective in the context of 3-5-star international hotels in Indonesia
This means that market sensing carried out by 3-5-star international hotels in Indonesia has an effect on DMC carried out by hotels from the perspective of the consumer
This means that market learning implemented by 3-5-star international hotels in Indonesia has an effect on DMC implemented by hotels from the consumer’s perspective
Summary
Small and medium-sized businesses are expected to face significant difficulties (Sugihamretha, 2020). With this pandemic, the emergence of restrictions such as locks, closure of national borders, and rules of guarding distance imposed by many countries lowered the world economy, including the tourism industry, which includes the hotel industry (Japutra & Situmorang, 2021). Based on the data collected from the Central Statistics Agency, it was noted that the room occupancy rate (ROR) or occupancy of star-classified hotels in Indonesia in December 2020 come to a number around 40.79%, which increased by 126.52% in comparison to the average number in March 2019, when the time of the Coronavirus disaster began to enter Indonesia (Kemenparekraf, 2020). Hotels that successfully demonstrate that they plan ahead of time, evolve, and leverage the dynamic marketing capabilities to respond through evolving market conditions and customer needs can survive
Sign-in/Register to view highlights & summary Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
