Abstract:
The purpose of this study is to determine the role (impact) of market orientation in (on) the relationship between internal marketing
practices of 3- 4- and 5-star hotels in Nevşehir and firm performance. To test the determining factors of businesses’ market
orientation in various levels and to determine the strength and direction of the relationships between these factors and internal
marketing dimensions are among the main purposes of this study. To examine the relationships between internal marketing and firm
performance, internal marketing and market orientation, and market orientation and firm performance are the other purposes of the
study. Data collected from 185 high rank and middle rank managers and department supervisors were tested through structural
equation modeling and regression analyses. Findings indicate that there are direct positive relationships between market orientation
and internal marketing (H1), market orientation and firm performance (H2), and internal marketing and firm performance (H3).
Another finding of the study is that market orientation has a mediating role in the relationship between internal marketing practices
and firm performance (H4)
