Exploring the triad influence of service innovation, service quality and customer orientation between big data analytics and hotel performance

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. This study employed the partial least squares structural 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 current study identified the mediating roles of service 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.