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This study examines the influence of learning orientation on business performance (the achievement of sales and profit objectives) in the context of pure service. The conceptual framework used in this research has been drawn from marketing, finance, and organizational behavior theory. Specifically, relationships related to learning orientation, sources of competitive advantage, and business performance have been identified. This research develops and tests a framework about learning orientation and its consequences in an organization. Specifically, this study focused on several research questions, including: 1)Is there a relationship between learning orientation and business performance in terms of the achievement of sales and profit objectives in pure service and service-reliantorganizations?, 2) Is there a relationship between learning orientation and competitive advantage in pure service and service-reliant organizations?, and 3) Does competitive advantage moderate the relationship between learning orientation and business performance in pure service and service-reliant organizations? A survey-based research methodology is used to explore these research questions and pertinent findings reported in the light of previous studies (Martinette, 2006, Martinette and Obenchain-Leeson, 2010). The findings of this study suggested that competitive advantage moderates the relationship between learning orientation and business performance in pure service and service-reliant organizations.

journal of service science

The Relationship Between Learning Orientation And Business Performance And The Moderating Effect Of Competitive Advantage: A Service Organization Perspective