Integrating need-based perspective and resource-based perspective, this study examines the influence of market orientation on organizational performance through service-related capabilities and customer values. This study also explores the effect of social capital on the relationships between market orientation and service-related capabilities. According to the aforementioned purposes, this research will proceed in two stages. The first stage includes literature review and longitudinal data collection from hotels to explore how customer needs influence the market orientation of hotels. The second stage will focuses on investigate the effect of market orientation on organizational performance with longitudinal data. The contributions of this study conduct with two stage researches will further explore the antecedents and consequences of market orientation, and integrate with need-based perspective and resource-based perspective to explore the role of social capital in this process.
