-, Muhammad Imran and Abdullah, Aminullah Abdulrasheed and Rehman, Shafique ur (2025) Exploring the triad influence of service innovation, service quality and customer orientation between big data analytics and hotel performance. Journal of Hospitality and Tourism Insights (JHTI), 8 (5). pp. 1-23. ISSN 2514-9792

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Abstract

Purpose – In the Malaysian hospitality sector, this study assesses the tripartite mediating role of service innovation,service quality and customer orientation between big data analytics and hotel performance. The goal is to provide insights into the interactions among big data utilization, service innovation, service quality and customer orientation, thereby enhancing hotel performance within the Malaysian context. Design/methodology/approach – A total of 324 responses were collected from hotel managers in Malaysia using a Google e-survey. Thisstudy employed the partial leastsquaresstructural equation modeling (PLS-SEM) to analyze the data. Findings – The study revealed a positive and significant relationship between big data adoption and hotel performance. Furthermore, the currentstudy identified the mediating roles ofservice innovation,service quality and customer orientation in the relationship between big data and hotel performance within Malaysia’s tourism industry. Practical implications – The findings of this study offer valuable insights for hotel managers regarding the strategic utilization of these characteristics to enhance customer satisfaction, loyalty and overall business performance within the Malaysian hospitality sector. Originality/value – This research work illuminates the interrelated dynamics of service innovation, service quality, customer orientation, big data and hotel performance; this research contributes to the current body of knowledge.

Item Type:	Article
Additional Information:	Paper type: Research paper
Uncontrolled Keywords:	Hotel performance, Service innovation, Service quality, Customer orientation, Big data analytics
Subjects:	Q Science > QA Mathematics > QA75 Electronic computers. Computer science
Divisions:	School of Business Management
Depositing User:	Mdm. Rozana Zakaria
Date Deposited:	09 Nov 2026 14:09
Last Modified:	09 Nov 2026 14:09
URI:	https://repo.uum.edu.my/id/eprint/34466

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