International Journal of Scientific & Technology Research

Home About Us Scope Editorial Board Blog/Latest News Contact Us
10th percentile
Powered by  Scopus
Scopus coverage:
Nov 2018 to May 2020


IJSTR >> Volume 4 - Issue 8, August 2015 Edition

International Journal of Scientific & Technology Research  
International Journal of Scientific & Technology Research

Website: http://www.ijstr.org

ISSN 2277-8616

The Role Of Marketing Environment Audit In Marketing Performance Through Index Of Services Marketing Excellence (ISME) In Bandung Stars Hotel

[Full Text]



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.



[1] Alamsyah, D. P., Ariawati, R. R., & Helmi, A. (2015). Increasing purchase decisions of organic vegetable products through perceived risk and store image. International Journal of Marketing and Technology, 5(3), 171.

[2] Berry, L., J. Conanat & A. Parasuraman (1991). “A Framework for Conducting a Services Marketing Audit”. Journal of the Academy of Marketing Science. Vol.19, Number 3, pp.252-268
[3] Brownlie Douglas (1996). “Marketing Audits and Auditing: Diagnosis Through Intervention”. Journal of Marketing Management. 12, 99-112

[4] Chirla Gabriela and Funar Sabina (2010). “External Marketing Audit and Internal marketing Audit. Comparative Study”.Journal Bulletin UASVM Horticulture,67(2)/2010.

[5] Chin,W.W,and Newsted,PR,1998. “Structural equation modeling analysis with small sample using partial least square,” In Statistical Strategies for Small Sample Research, Hoyle,R.(ed), Sage Publication, Thousand Oaks, CA,,pp.307-341.

[6] Creswell, (2009)” Research Design Qualitative, Quantitative and Mixed Methods Approach” Sage Publication Lnc.

[7] Enis, B & S. Garfein (1992). “The Computer-Driven Marketing Audit”. Journal of Management Inquiry. December, pp. 306-18

[8] Gama da P Antonio,(2011). “A renewed approach to service marketing effectiveness”. Journal Emerald Group Publishing Limited. Vol. 15 Iss:2,pp 3-17

[9] Gofee Peter (1993). “Evaluating Hotel marketing Effectiveness: The Audit”. Hospitality Review: Vo.1: Iss 2, Article 7

[10] Karatepe M Osman,Avci Turgay and Tekinkus Mehmet (2005).”Measuring Marketing Culture : A Study of Fronline Employees in Turkish Hotel:.Journal of Travel and Tourism Marketing,Vol 18 (1) 2005

[11] Kotler,Ph.,Keller,K.L (2009) Marketing management,13th edition, Pearson International Edition. Kotler, P., W Gregor & W. Rodgers (1977) . “The marketing audit comes of age”. Sloan Management Review. Winter, pp. 25-43

[12] American Management Association, Report No. 32, pp. 1 – 44 . 17 Kotler , P . , Gregor , W . and Rodgers , W . ( 1989 ) The marketing audit comes of age . Sloan Management Review 30 (2) : 49 – 62 .

[13] Loya Arpit “ (2011) Marketing Audit – An Important tool to determine strengths and weakneses of the companies “ Excel International Journal of Multidisciplinary management studies Vol 1 issues 2, ISSN 2249 8834.

[14] Lovelock (2004). “ Services Marketing” Edinburgh Business School Heriot-Watt University UK Odote,Achieng and Olala (2013). “ The Effects Of Marketing Environment Audit On the Performance Of Parastatals : A Case of Kenya Power Company, Kenya”. International Journal of Marketing and Technology Vol 3. Issue 10.

[15] Rothe James T., Harvey Michael G., Jackson Candie E (1997). “The Marketing Audit: Five Decades Later”. Journal of Marketing Theory and Practice. Vol.5, pg.1

[16] Radulescu Violeta (2012) “The Role of Market Analyisis in developing Efficient marketing audit”. International Journal of Academic Research in economics and management science. Vol.1,No 5 ISSN: 2226-3624

[17] Shuchman , A . , Sessions , R . , Oxenfeldt , A . and Crisp , R . ( 1959 ) The Marketing Audit: Its Nature, Purposes, and Problems . American Management Association, Report No. 32, pp. 1 – 44 .

[18] Schimel E, Kurt (1997). “ Marketing Audit Variables impacting business excellence : the case of Legal Services Industry”. Dissertation of Doctor of Business Administration at the Claveland State University

[19] Session Robert E.(1950). “A management Audit of Marketing Research”. Journal of Marketing (pre-1986). Vol.14, pg.563

[20] Sheela (2002),” Economics of Hotel Management” New age International publishers.

[21] Sollod Margaret E. & Glisson L. Milton (1996). “Conducting a Marketing Audit:A Service Organization Illustration”. Journal of Proffesional Services Marketing. Vol. 14, pg.39

[22] Taghian Mehdi & Shaw Robin N (2008). “The Marketing Audit and Organizational Performances: an Emperical Profiling”. Journal of Marketing Theory and Practice. Vol.16, pg. 341

[23] Taghian M and Shaw N Robin, “The Marketing Audit and Business performance : A review and Research Agenda”. School of management,Technology and Environment la Trobe University, Bendigo Victoria 3552 Ausrralia.

[24] Tybout Alice M. & Hauser John R (1981). “A Marketing Audit Using a Conceptual Modelof consumer behavior: application and evaluation”, Jornal of Marketing (pre-1986); Vol.45, pg. 82

[25] Webster Cynthia (1992). “What Kind of Marketing Culture Exists in Your Service Firm? An Audit”. The Journal of Services Marketing. Vol.6, Number 2, pg.54.

[26] Wilson A.2002.”The Marketing Audit Handbook” British Libraary Cataloguing in publication Data. 2002.

[27] Wu Kuei Wen (2011) “ Market Environment, Marketing Audit and Performance : Empirical Evidence from Taiwanese Firm”. Chaoyang University of Technology,168,Jieng E.Rd.Wufeng District, Taichung, 41349 Taiwan, R.O.C.

[28] Zeithaml, Valarie A., A. Parasuraman, and Leonard L. Berry. 1985. Problemsand Strategies in Services Marketing." Journal of Marketing49(Spring): 33-46_9