The Study of Customer Oriented Effect on Tehran's 4 and 5 Star Hotels Financial and Non-Financial Performance

Marketing emphasis is on customer orientation that concentrates on customer needs and market interest through customer satisfaction. According to the definition, "client" is the most important external environmental factor m the development of market trends and organizations should adopt a customer-oriented strategy. The purpose of this research is to study the effect of customer orientation on financial and non-financial performance of 4 and 5 star hotels in Tehran. The research in terms of purpose is functional and in terms of then a ture and methods IS descriptive and more precise, causal. The population of the study includes all of the employees of the 4 and 5 star hotels m Tehran. A total of 250 questionnaires were distributed using simple random sampling and 235 usable questionnaires were returned. Data analysis was conducted by the LISREL software. The results showed that innovative behavior has a positive effect on the financial performance. Customer orientation also has a positive effect on innovation and innovative behavior.