The role of operational innovation and external environment on the relationship between service quality and marketing performance in the hotel business

Economic sustainability allows hotel customers and other stakeholders to profit from hospitality services. Hotels can improve their marketing success by leveraging technologies and innovation strategy initiatives to suit guests’ ever-changing needs. Thus, this paper investigated the effect of service quality on marketing performance among hotels in Jordan. In addition, it analyzed the moderating role of operational innovation and external environment on the relationship between service quality and marketing performance among Jordanian hotels. This study was quantitative and used the pretested questionnaire by interviewing general managers. The valid questionnaires were distributed stratified randomly to general hotel managers. The analyzed data were from 162 completed questionnaires, employing partial least squares analysis software. The results demonstrate a positive relationship between service quality and marketing performance. Moreover, this relationship was moderated by operational innovation and external environment. Clearly, the managers in Jordanian hotels might find and draw business strategies by linking the marketing performance with the service quality specifically (SERVQUAL) and employing management and technologies strategies through its operational innovation and external environment.