The Relations between Digitalization, Service Innovation and Service Value Creation Capability: A Model Adaption in the Service Industry

Year 2024, Volume: 58 Issue: 1, 61 - 72, 31.01.2024

Mune Moğol Sever

https://doi.org/10.51551/verimlilik.1315205

Abstract

Purpose: The purpose of this paper is to determine the effect of service innovation and service value creation capability on the digitalization process on a firm scale.
Methodology: The 1-7-point Likert-type measurement scale was administered to tourism enterprise managers and operational staff. Partial Least Square-Structural Equation Modelling (PLS-SEM) modeling was used to analyze the relationships among the following constructs: service innovation capability, service value creation capability, and effect on digitalization. Three types of service facilities were considered: Hospitality, Food & Beverage (F&B), and health care. Descriptive analysis and model structure were analyzed on SPSS 24 and Smart PLS 3.0 respectively.
Findings: The relationship between service value creation capability and digitalization service innovation capability and service value creation capability, and service value creation capability and digitalization is supported, as all other constructed hypotheses respectively.
Originality: This study is one of a limited number of studies that have empirically addressed service innovation capability and value creation capability relations with digitalization in firms’ operational processes. Additional attempt is required to integrate all functions of the enterprise with in organizational perspective. The main contributions of this paper lie in proposing empirical research that supports service innovation capability, service value creation capability, and digitalization in the case of tourism enterprises.

Keywords

Digitalization, Service Value Creation Capability, Service Innovation Capability, Tourism

Dijitalleşme, Hizmet İnovasyonu Kabiliyeti ve Hizmet Değeri Yaratma Kabiliyeti Arasındaki İlişki: Hizmet Endüstrisi Için Bir Model Uyarlaması

Abstract

Amaç: Bu çalışmanın amacı, hizmet inovasyonu ve hizmet değeri yaratma kabiliyetinin dijitalleşme sürecine etkisini firma ölçeğinde belirlemektir.
Yöntem: 7’li Likert ölçeğiyle geliştirilmiş ölçüm aracı, turizm işletmesi yöneticilerine ve işletme çalışanlarına uygulanmıştır. PLS SEM modellemesi, şu yapılar arasındaki ilişkileri analiz etmek için kullanılmıştır: hizmet inovasyon kabiliyeti, hizmet değeri yaratma kabiliyetinin ve dijitalleşme üzerindeki etkisi. Çalışmada üç tür hizmet tesisi göz önünde bulundurulmuştur: Konaklama, yiyecek-içecek ve sağlık hizmetleri. Betimleyici istatistikler ve model yapısı SPSS 24 ve Smart PLS 3.0'da analiz edilmiştir.
Bulgular: Hizmet değeri yaratma yeteneği ve dijitalleşme, hizmet yeniliği yeteneği ve hizmet değeri yaratma yeteneği, hizmet değeri katlama yeteneği ve dijitalleşme arasındaki ilişkiler ve kurulan tüm diğer hipotezler sırasıyla doğrulanmıştır.
Özgünlük: Bu çalışma, işletmelerin operasyonel süreçlerinde dijitalleşme ve hizmet inovasyon kabiliyeti ve değer yaratma kabiliyeti arasındaki ilişkiyi ampirik olarak ele alan sınırlı sayıdaki çalışmadan biridir. Bu çalışmanın, turizm işletmelerinde hizmet inovasyon kabiliyeti, hizmet değeri yaratma kabiliyeti ve dijitalleşme arasındaki ilişkiyi destekleyen ampirik bir araştırma olması açısından önemli olduğu düşünülmektedir.

Keywords

Dijitaleşme, Hizmet Değeri Yaratma Kabiliyeti, Hizmet İnovasyon Kabiliyeti, Turizm

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