Unpacking marketing agility: Effects on customer mindset metrics and hotel performance under technological dynamism and structural flux

This study draws on dynamic capability theory to examine how marketing agility (MA) influences hotel performance and customer mindset metrics (customer satisfaction, perceived service quality, and loyalty intentions). Using a multisource longitudinal dataset, we combine 3090 hotel-year surveys from 618 hotel managers (2019–2023) with 10,000 consumer survey responses (aggregated to the hotel-year level) and objective financial and operating performance indicators. Results show that MA improves hotel performance, with stronger effects under high technological dynamism and structural flux. MA also strengthens all three customer mindset metrics, with the largest effect for the forward-looking outcome of loyalty intentions. The study clarifies when marketing agility delivers the greatest returns in volatile hospitality markets and offers actionable guidance for managers on prioritizing agility investments.