In the fiercely competitive environment, hotels have to develop new services as well as improve services in order to create customer value. Based on the interactionism theory, this study aimed to examine the mediating effects of customer orientation in the relationship of proactive personality of hotel senior managers and hotel service innovation, including the influences of hotel senior managers’ proactive personality on customer orientation strategy development, and the strategies applied by the hotel in balancing the operation of new services development and services improvement.
Mail questionnaires were distributed to 408 3 to 5 stars hotels, including both international tourist hotels and general hotels, 215 of them were agreed to involve in this study. To increase the response rate, two calls were made after two weeks the questionnaire was mailed. At the end, there were 207 hotels responded to this study.
The results revealed the application of customer orientation is positively influencing service innovation. Moreover, senior managers who have the proactive personality will influence the hotel service innovation (both new services development and services improvement) by following customer orientation strategy.