Resumen de The moderating effect of the pricing strategy on the relationship between competitor orientation and business performance
Carlos Alberto Fernandes Sampaio, Ricardo José de Ascensão Gouveia Rodrigues, José Manuel Hernández Mogollón
This study seeks to study the nature of the relationship between competitor orientation, a strategy based on low prices and hotel business performance and to test if a low-price strategy moderates the relationship between competitor orientation and business performance in the hotel industry. A structural equation modelling approach is used and a sample obtained in the Portuguese mid-range hotel industry, specifically three and four-star hotels, is used to assess the proposed hypotheses. According to the research results, the competitor orientation has a positive effect on business performance. Furthermore, results show that the relationship between competitor orientation and business performance is moderated by a pricing strategy based on low prices. Moreover, results confirm a negative relationship between a pricing strategy based on low prices and business performance
