INTERNAL MARKET ORIENTATION, THE EFFECT OF MARKETING CAPABILITIES ON ORGANIZATIONAL PERFORMANCE: A RESEARCH ON HOTEL ENTERPRISES IN ANTALYA PROVINCE

The purpose of this study is to determine the interaction between internal market orientation, marketing capabilities (market sensitivity and customer linking capabilities) and organizational performance in four and five star hotel enterprises in Antalya province. The data of the study were obtained using the questionnaire form, from the 280 hotel enterprises participating in the study. To test hypotheses in the study, the partial least squares method was used and the model validity was tested. According to the results of the research, internal market orientation was found to have a positive and direct effect on market sensing and customer linking capabilities. In addition, the market sensing and customer engagement abilities were also found to have a positive and direct effect on the organizational performance.According to the results obtained, it has been seen that internal market orientation has a positive and direct effect on market sensing and customer linking capabilities. In addition, it has been seen that market sensitivity and customer connectivity capabilities have a positive and direct effect on organizational performance