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Moderating Effects of Environmental Variables on the Relationship Between BOS and Performance of Four and Five Star Hotels in Kuala Lumpur, Selangor, and Putrajaya, Malaysia

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Attaining remarkable performance is one of the essential goals of any hotel due to worldwide rivalry. A success organization continually reinvents strategies in order to gain better performance and competitive advantages in today’s dynamic competition. Understanding important environmental factors and generating relevant information and strategic planning can contribute to performance improvement. Compatibility between environmental dimensions and strategic orientation will lead to superior performance. Hotel industry is operating in a highly competitive environment in which customer give great emphasis on reliability and timely services delivery. Blue ocean strategy (BOS) has been the most important strategy through challenging competition where by it offers a new solution and also introduces a new scope for business in achieving success in the services field. This study examines the moderate effects of environmental variables on the relationship between BOS and performance. Finding reveals that environmental variables positively moderate the relationship of BOS and performance. This study has contributed to the body knowledge in term of BOS, environmental variable and performance in hotel industry.
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Keywords: Blue Ocean Strategy; Environmental Variables; Hotel Industry; Performance

Document Type: Research Article

Affiliations: 1: Faculty of Hotel and Tourism Management, Universiti Teknologi MARA, Puncak Alam Campus, Malaysia 2: Faculty of Hotel and Tourism Management, Universiti Teknologi MARA, Penang Campus, Malaysia 3: Faculty of Computer Science and Mathematics, Universiti Teknologi MARA, Johor Campus, Malaysia

Publication date: November 1, 2017

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