| Summary: | This research aims to asses convergent validity in the approach/ instrument of market orientation developed by Narver-Slater, Kohli-Jaworski, Ruekert, and Deshpande, and to asses concurrent validity in market orientation and service quality. Primary data is obtained from respondents comprising of management and quests of 40 hotels available in Solo, Semarang, and Yogyakarta. Collecting data applies survey method.
Analysis instrument applied here is two-step method of Structural Equation Modeling (SEM). The first step is developing measurement model, and the second is developing structural model. Measurement model is applied to measure convergent validity in those four approaches of market orientation assessment. Structural model is applied to measure the concurrent validity between market orientation and service quality.
Analysis of measurement model shows that out of those four approachs of market orientation assessment, the approach developed by Kohli-Jaworski does not indicate the convergent validity. Meanwhile, analysis of structural model shows that there is no concurrent validity between market orientation and service quality.
Keywords : Market orientation -- Service quality � Convergent validity � Concurrent validity
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