Dynamic marketing capability and strategic human resource management: predictors of performance in Santa Catarina's hotel industry

Abstract

This investigation aims to analyze the relationship between Dynamic Marketing Capabilities and Strategic Human Resource Management as predictors of Performance in Santa Catarina Executive Hotels. To achieve this objective, already validated scales were used. To analyze the Dynamic Marketing Capability, the scale developed by Desarbo et al. (2005) was used. For Strategic Human Resource Management, the scale developed by Barreto (2011) was chosen, and for the dependent variable, the scale developed by Carvalho (2012). The data collection was carried out through the survey technique, along with 259 managers of the Executive Hospitality of Santa Catarina. For data analysis, the softwares EXCEL, SPSS-IBM, and AMOS-IBM were used to gather data. Exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) tests, and structural equation modeling (SEM) were used to achieve the research objective. The obtained results confirm the positive and significant relationship between Dynamic Marketing Capability and Strategic Human Resource Management as predictors of superior performance in Santa Catarina's executive hospitality.