Open AccessThe Effect Of Service-Driven Market Orientation On Service Innovation: Literature Review And New Research Framework
Author(s) -
Seng Ratny,
Arif Mohammad Arshad,
Tian Gaoliang
Publication year - 2017
Publication title -
journal of applied business research
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.149
H-Index - 22
eISSN - 2157-8834
pISSN - 0892-7626
DOI - 10.19030/jabr.v33i5.10022
Subject(s) - market orientation , service (business) , competitor analysis , business , service orientation , service design , marketing , conceptual model , conceptual framework , service innovation , service guarantee , service delivery framework , industrial organization , computer science , database , philosophy , epistemology
The aim of this paper is to analyse the literature regarding the association between service-driven market orientation and innovation in service organizations as well as create conceptual framework about this relationship. Scholars have suggested that the service firms implementing service-driven market orientation can perform significantly better than traditional market-orientation and become increasingly aware of market demands better than their competitors. The service firms need to react quickly and effectively to changing customers’ demands. Bring in the service-driven market orientation model for service sector leads to critical advantages and particularly their benefits on service innovation. The recent work examined the market orientation-innovation relationship regarding the service industries. An examination regarding the market orientation in service organization is presented along with the conceptual framework and conceptual model is recommended.