The Effect Of Service-Driven Market Orientation On Service Innovation: Literature Review And New Research Framework

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 ma...

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Bibliographic Details
Published in:Journal of applied business research 2017-09, Vol.33 (5), p.999-1012
Main Authors: Ratny, Seng, Arshad, Arif Mohammad, Gaoliang, Tian
Format: Article
Language:English
Subjects:
Communication
Competition
Competitive advantage
Competitors
Conceptual models
Customer services
Customers
Demand
Economic theory
Frame analysis
Globalization
Innovations
Literature reviews
Market orientation
Marketing
Service industries
Technological change
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Summary: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.
ISSN:0892-7626
2157-8834
DOI:10.19030/jabr.v33i5.10022