OTEL İŞLETMELERİNDE DİNAMİK YETENEKLER İLE HİZMET YENİLİKÇİLİĞİ İLİŞKİSİNDE PAZARLAMA İNOVASYONUNUN ROLÜNÜN YAPISAL EŞİTLİK MODELİ İLE BELİRLENMESİ

Year 2021, Volume: 20 Issue: 80, 1753 - 1772, 01.10.2021

Mehmet Düzgün , İbrahim Yıldırım

https://doi.org/10.17755/esosder.900753

Abstract

Müşteri ihtiyaçlarındaki değişimler, mevcut ürün veya hizmetleri tehdit edebilir veya yenileri için birtakım fırsatlar oluşturabilir. Bu bağlamda işletmelerin başarılı olabilmeleri kaynak ve yeteneklerini geliştirmeleri ile birlikte müşterilerin istek ve ihtiyaçları doğrultusunda piyasaya yenilikler getirme yeteneğine bağlıdır. Bu araştırma otel işletmelerinde dinamik yeteneklerin hizmet yenilikçiliği üzerindeki etkisinde pazarlama inovasyonun düzenleyici etkisinin belirlenmesi amacıyla yapılmıştır. Nedensel tarama modeline göre tasarlanan bu araştırma zincir otel işletmelerinde görev yapan 396 otel yöneticisi üzerinde gerçekleştirilmiştir. Bu kapsamda elde edilen bulgulara göre otel işletmelerinde dinamik yeteneklerin hizmet yenilikçiliği üzerinde pozitif yönlü anlamlı etkilere sahip olduğu tespit edilmiştir. Ayrıca pazarlama inovasyonu söz konusu etkide düzenleyici rol üstlenmektedir.

Keywords

Turizm, İşletme, Dinamik Yetenekler, İnovasyon

DETERMINATION OF THE ROLE OF MARKETING INNOVATION IN THE RELATIONSHIP BETWEEN DYNAMIC CAPABILITIES AND SERVICE INNOVATION IN HOTEL ENTERPRISES WITH A MODEL OF STRUCTURAL EQUALITY

Abstract

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