Impact of Learning & Market Orientation on Business Performance & Innovation: The Mediating Role of Business Resilience & CRM effectiveness

Abstract

This study discussed the mediating role of business resilience and customer relationship management effectiveness (CRMe) in the context of learning and market orientation, business innovation and business performance. Structural Equation Modelling was used to test the model with a sample size of 390 respondents from tourism ministry, travel agencies and hotels. The outcome of the study confirms that business resilience and customer relationship management effectiveness significantly mediates the relationship resulting into enhanced business performance and innovation. Keywords: Learning and Market Orientation, Business Resilience, CRM Effectiveness, Innovation & Business Performanc