The Role Of Marketing Environment Audit In Marketing Performance Through Index Of Services Marketing Excellence (ISME) In Bandung Stars Hotel
Likewati, W.O., Kartini,D., Ariawati, R.,Sari, D.
Index Terms: Marketing audit, Marketing performance, Marketing Environment, ISME
Abstract: The purpose of this paper is to explain the marketing performance of stars hotel in Bandung city– Indonesia through variables marketing environment audit (Kotler et.al 1977) in which their effects are mediated through variable services marketing audit known as Index of Services Marketing Excellence/ISME, (Berry,Conant and Parasuraman, 1991). The Population in this study consist of 73 hotels with various stars i.e 3 star hotels, 4 and 5 in the city hotel in Bandung. From this population 30 stars hotels ware collected ramdomly in which 15 of them are 3- stars hotel, 11 are 4- stars hotel and 5 are 5- stars hotels. Other than that, some informan were interviewed to formed a qualitative aspect of this study, one informan from each stars hotel and one from hotel organization in Bandung. To analyzed the quantitative data we used Partial Least Squares, using SmartPLS-2 and Maxqda-11 to anlyzed the qualitative data. The results of the study show that the influence of marketing audit services (ISME) to the hotel's marketing performance is not significant, both variable in marketing environment audit significanly affect the marketing performance, but Macro Environment audit is not significantly affect the ISME, whereas task environment audit significantly affect the ISME. Thus there is no indirect effect of Marketing Environment to the marketing Performance. Our finding give a special case of ISME aplication to hotel industry proposed by Berry 1991which is used in services industry in general. The model proposed in this paper related to the work of Wu (2011) in that we use ISME in addition to enviromental variables. Other benefit from this study implied that hotels must conduct a regular evaluation of their marketing activities and strategies comprehensively, sistematicaly, periodicaly and objectively.
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