İşletmelerde Stratejik Yönlülük Boyutları ile Hizmet Yenilik Yeteneği ve Pazar Performansı Arasındaki İlişki: Bir Araştırma
The Relationship Between Strategic Orientation Dimensions and Service Innovation Capability and Market Performance in Businesses: A Research

Summary/Abstract: Purpose – The aim of the article is to determine the relationship between strategic orientation dimensions and service innovation capability and market performance in Antalya province production business. Design/methodology/approach – The scales used in the article are as follows: Customer orientation scale Despande and Farley (1998); the competitor orientation scale Narver and Slater (1990) and Olson et al. (2005); cost- orientation scale Olson et al. (2005) and Homburg et al (1999); service innovation capability scale Grawe et al. (2009) and market performance Claycomb et al. (1999) and Jaworski and Kohli (1993). The main mass of the research was determined as 879 business operating in Antalya and registered with the Ministry of Trade and Industry. The research was conducted by interviewing 180 businesses that agreed to participate. Partial least squares method and model test were applied to the obtained data, the obtained findings were evaluated and interpreted. Findings – In the analysis of the relationship between strategic orientation dimensions (customer orientation, competitor orientation, cost orientation), service innovation capability and market performance; it was observed that the strategic orientation dimensions affect service innovation capability directly and positively. Furthermore, it was determined that service innovation capability has a direct and positive effect on market performance. This result fully confirms the research hypotheses and model created. Discussion – In this study, the relationship between strategic orientation dimensions, service innovation capability and market performance empirically examined for Turkey and Antalya province in particular and the findings were discussed.

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