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首页> 外文期刊>International Journal of Services Technology and Management >The effects of market orientation on new service performance: the mediating role of innovation
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The effects of market orientation on new service performance: the mediating role of innovation

机译：市场导向对新服务绩效的影响：创新的中介作用

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The empirical results of the relationship between market orientation and new service performance are mixed, implying that this relationship is more complicated than expected. To respond to this complication, this study takes a component-wise approach to investigate how three market orientation components contribute to new service performance by way of two service innovations and also examine how three environmental factors interact with each market orientation component to affect service innovation. Based on a survey of 235 senior managers using structural equation modelling, the results indicate that customer orientation has a positive relationship with incremental service innovation, while competitor orientation and inter-functional coordination are significantly associated with radical service innovation, and all of which positively lead to two types of new service performances. In addition, both market and technological turbulence significantly and positively moderate the relationship between customer and competitor orientations and service innovation.
机译：市场定位与新服务绩效之间关系的实证结果参差不齐，这表明这种关系比预期的更为复杂。为了应对这种复杂性，本研究采用了一种组件化的方法，通过两个服务创新来研究三个市场导向成分如何对新服务绩效做出贡献，还研究了三个环境因素如何与每个市场定位成分相互作用来影响服务创新。根据对使用结构方程模型建模的235位高级管理人员的调查，结果表明，以客户为导向与增量式服务创新呈正相关关系，而以竞争者为导向和部门间协调与激进的服务创新显着相关，所有这些均积极地引导两种新的服务绩效。此外，市场和技术动荡都显着并积极地缓和了客户和竞争对手的定位与服务创新之间的关系。

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