Customer orientation in hospitality: mapping of scientific production
DOI:
https://doi.org/10.11606/issn.1984-4867.v34i1p22-44Keywords:
Tourist management, Hotel company, Customer orientation, Trends, BibliometricsAbstract
The search for better competitive practices has made hotels adopt strategies to differentiate their services and customer orientation is one of them. This article aims to map the scientific production on customer orientation (OC) in the hotel industry, with the aim of identifying the most relevant approaches and topics of future interest related to the theme. For this purpose, a bibliometric analysis of publications indexed in the Scopus and Web of Science databases was conducted with the Biblioshiny interface of the RStudio. The research used the terms customer orient*, customer orientation and hotel* with a search strategy adapted to each base, considering only scientific articles published in academic journals. An outstanding Chinese and American production were observed, with the International Journal of Hospitality Management as the journal with the highest production and impact factor within the theme. Also notable is the progressive interest in research on customer orientation in the hotel industry. As the main contribution of this study, the mapping revealed the mediating role and impact of OC related to employee behavior and performance, leadership actions, organizational performance, environmental attributes and competitive, marketing and management strategies . The relationship between KO, capacity for innovation, ambidexterity and corporate social responsibility (seeing social performance in addition to financial and human performance), the understanding of KO as a driver of the sustainable competitive advantage of hotel companies and the role of recent technologies in this process are emerging themes.
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