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This study examines the interaction between dynamic marketing capabilities, service innovation capability on performance in the context of hotel industry. The conceptual framework used in this research has been drawn from marketing and innovation theory. Specifically, relationships related to dynamic marketing capability, service innovation capability, marketing communication, and performance have been identified. This research develops a framework about interaction both capabilities and its performance in an organization and link four main variables: service innovation capability, dynamic marketing capability, marketing communication, and performance. This link has been given little attention by prior research particularly in the hospitality industry. The proposed model is discussed in the paper. Keywords—dynamic marketing capability, service innovation capability, interaction, performance, hotel industry

The Interaction Between Dynamic Marketing Capability and Service Innovation Capability on Performance