The Effects of New Service Development Antecedents On New Service Performance: A Research On E-Commerce Businesses

Abstract

Purpose: The purpose of this dissertation is to determine the dimensions of e-commerce businesses in service innovation and to reveal the effects of these dimensions on new service performance, along with the effects of new service accomplishment on the marketing performance of e-commerce businesses. Method: The research was conducted between June 18, 2020 - September 20, 2020. The convenience sampling method was used in the study. The data collected from the research conducted on e-commerce companies were analyzed by Structural Equation Modeling (SEM). Findings: According to the results of the analysis, it has been found that the exogenous variables of strategic investment, service innovation experience, information technology experience, and competitive environment have a significant and positive impact on the new service performance of e-commerce businesses. However, exogenous variables of risk tolerance, collaboration, and consumer demand did not substantially affect the service innovation performance of e-commerce businesses. In addition, as a result of the analysis, service innovation performance on marketing performance has also been found to have a significant and positive impact. Discussion: It can be stated that it is essential for e-commerce businesses to gain experience in service innovations, to analyze the competitive environment correctly, and focus on information technologies and their strategic investments in service innovations.

Keywords

• New Service Development
• Servis Innovation
• E-commerce
• Marketing Performance
• Structural Equation Model.

Yeni Hizmet Performansı Üzerinde Yeni Hizmet Geliştirme Öncüllerinin Etkileri: E-Ticaret İşletmeleri Üzerinde Bir Araştırma

Abstract

Günümüzün yoğun rekabet ortamında işletmelerin farklılaşmak, yeni müşteriler kazanmak ve mevcut müşterilerini elde tutabilmek için gerçekleştirdikleri faaliyetlerden biri yeni hizmetler geliştirmektir. Teknolojideki hızlı ilerlemeler neticesinde radikal ve artımsal hizmet yeniliklerinin ortaya çıktığı alanlarda birisi de e-ticaret sektörüdür. Bu çalışmanın amacı, e-ticaret işletmelerinin hizmet yeniliğinde yer alan boyutları belirleyerek, bu boyutların yeni hizmet performansına etkilerini ve yeni hizmet performansının da e-ticaret işletmelerinin pazarlama performansına etkilerini ortaya koymaktır. Araştırma 18 Haziran 2020 - 20 Eylül 2020 tarihleri arasında gerçekleştirilmiştir. Araştırmada kolayda örnekleme yöntemi kullanılmıştır. E-ticaret işletmeleri üzerinde yapılan araştırmadan toplanan veriler, Yapısal Eşitlik Modellemesi (YEM) ile analiz edilmiştir. Analiz sonuçlarına göre stratejik yatırım, hizmet yeniliği deneyimi, bilgi teknolojisi deneyimi ve rekabet ortamı egzojen değişkenlerinin e-ticaret işletmelerinin yeni hizmet performansı üzerinde anlamlı ve pozitif bir etkiye sahip olduğu bulunmuştur. Ancak risk toleransı, işbirliği ve tüketici talebi egzojen değişkenlerinin e-ticaret işletmelerinin yeni hizmet performansı üzerinde anlamlı bir etkisi bulunmamıştır. Ayrıca analiz sonucunda e-ticaret işletmelerinin yeni hizmet performansının pazarlama performansı üzerinde anlamlı ve pozitif bir etkisinin olduğu bulunmuştur. Bu sonuçlar doğrultusunda, e-ticaret işletmelerinin rekabet ortamını doğru analiz etmesinin, hizmet yenilikleri konusunda deneyim kazanmasının, hizmet yeniliklerine yaptıkları stratejik yatırımlarının ve bilgi teknolojilerine ağırlık vermesinin çok önemli olduğu ifade edilebilir.

Keywords

• Yeni Hizmet Geliştirme
• Hizmet İnovasyonu
• E-ticaret
• Pazarlama Performansı
• Yapısal Eşitlik Modellemesi (YEM).

References

1. Alam, I., & Perry, C. (2002). A customer-oriented new service development process. Journal of Services Marketing, 16(6), 515-534.
2. Alam, S. S., Arumugam, V., Nor, N. G. M., Kaliappan, P., & Fang, L. S. (2013). Relationships between innovation capabilities, business performance, marketing performance and financial performance: A literature review. Business and Management Horizons, 1(1), 59-73.
3. Ali, F., Amin, M., & Cobanoglu, C. (2016). An integrated model of service experience, emotions, satisfaction, and price acceptance: an empirical analysis in the Chinese hospitality industry. Journal of Hospitality Marketing & Management, 25(4), 449-475.
4. Alkaraan, F., & Northcott, D. (2007). Strategic investment decision making: the influence of pre‐decision control mechanisms. Qualitative Research in Accounting & Management, 4(2), 133-150.
5. Antonites, A. J., & Wordsworth, R. (2009). Risk tolerance: A perspective on entrepreneurship education. Southern African Business Review, 13(3), 69-85.
6. Aurich, J. C., Mannweiler, C., & Schweitzer, E. (2010). How to design and offer services successfully. CIRP Journal of Manufacturing Science and Technology, 2(3), 136-143.
7. Avlonitis, G. J., & Gounaris, S. P. (1999). Marketing orientation and its determinants: An empirical analysis. European Journal of Marketing, 33(11/12), 1003-1037.
8. Banjongprasert, J. (2017). An assessment of change-readiness capabilities and service innovation readiness and innovation performance: Empirical evidence from MICE Venues. International Journal of Economics & Management, 11, 1-17.

9. Barrett, M., Davidson, E., Prabhu, J., & Vargo, S. L. (2015). Service innovation in the digital age: Key contributions and future directions. MIS Quarterly, 39(1), 135-154.
10. Benson, G. S., Kimmel, M., & Lawler III, E. E. (2013). Adoption of employee involvement practices: Organizational change issues and insights. Organizational Change and Development, 21, 233-257.
11. Berry, L. L., Wall, E. A., & Carbone, L. P. (2006). Service clues and customer assessment of the service experience: Lessons from marketing. Academy of Management Perspectives, 20(2), 43-57.
12. Boateng, R., Heeks, R., Molla, A., & Hinson, R. (2011). Advancing e-commerce beyond readiness in a developing country: Experiences of Ghanaian firms. Journal of Electronic Commerce in Organizations (JECO), 9(1), 1-16.
13. Borges, M., Hoppen, N., & Luce, F. B. (2009). Information technology impact on market orientation in e-business. Journal of Business Research, 62(9), 883-890.
14. Bu, L., & Liang, Y. (2011). Research on the risks of e-commerce mode. International Conference on Management and Service Science, IEEE, 1-4.
15. Chandy, R. K., & Tellis, G. J. (1998). Organizing for radical product innovation: The overlooked role of willingness to cannibalize. Journal of Marketing Research, 35(4), 474-487.
16. Chen, J., Yuan, L., & Mingins, C. (2012). NeSD: Towards a new e-services development framework. In WHICEB, 555-562.
17. Chen, K. H., Wang, C. H., Huang, S. Z., & Shen, G. C. (2016). Service innovation and new product performance: The influence of market linking capabilities and market turbulence. International Journal of Production Economics, 172, 54-64.
18. Cheng, C. C., Chen, J. S., & Tai Tsou, H. (2012). Market creating service innovation: Verification and its associations with new service development and customer involvement. Journal of Services Marketing, 26(6), 444-457.
19. Cheung, M. F., & To, W. M. (2010). Management commitment to service quality and organizational outcomes. Managing Service Quality, 20(3), 259-272.
20. Chong, W. K., Bian, D., & Zhang, N. (2016). E-marketing services and e-marketing performance: The roles of innovation, knowledge complexity, and environmental turbulence in influencing the relationship. Journal of Marketing Management, 32(1-2), 149-178.
21. Coelho, P. S., & Henseler, J. (2012). Creating customer loyalty through service customization. European Journal of Marketing, 46(3/4), 331-356.
22. Cohen, J. (1988). Statistical power analysis for the behavioral sciences, 2nd ed., Lawrence Erlbaum Associates, USA.
23. Cornett, M. M., Erhemjamts, O., & Tehranian, H. (2019). Competitive environment and innovation intensity. Global Finance Journal, 41, 44-59.
24. Eberle, L., Milan, G. S., De Toni, D., & Lazzari, F. (2018). New services development: A study in the context of a health organization. International Journal of Quality and Service Sciences, 10(4), 366-383.
25. Eisingerich, A. B., Rubera, G., & Seifert, M. (2009). Managing service innovation and interorganizational relationships for firm performance: To commit or diversify?. Journal of Service Research, 11(4), 344-356.
26. Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 39-50.
27. Froehle, C. M., & Roth, A. V. (2007). A resource‐process framework of new service development. Production and Operations Management, 16(2), 169-188.
28. Garud, R., & Nayyar, P. (1994). Transformative capacity: Continual structuring by intertemporal technology transfer. Strategic Management Journal, 15, 365-385.
29. Ghani, E. K., & Said, J. (2011). Effect of information technology capabilities on e-services among Malaysian local authorities. International Journal of Public Information Systems, 7(2), 65-78.
30. Gounaris, S., Dimitriadis, S., & Stathakopoulos, V. (2010). An examination of the effects of service quality and satisfaction on customers' behavioral intentions in e-shopping. Journal of Services Marketing, 24(2), 142-156.
31. Grawe, S. J., Chen, H., & Daugherty, P. J. (2009). The relationship between strategic orientation, service innovation, and performance. International Journal of Physical Distribution & Logistics Management, 39(4), 282-300.
32. Gürkan, N., & Gürkan, S. (2017). Yenilikçilik kavramının işletmelerin finansal performansı üzerindeki etkisi. Uluslararası Yönetim İktisat ve İşletme Dergisi, 13(5), 213-226.
33. Hair, J. F., Ringle, C.M. and Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet, Journal of Marketing Theory and Practice, 19(2), 139-152.
34. Hair, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM). European Business Review, 26(2), 106-121.
35. Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., & Thiele, K. O. (2017). Mirror, mirror on the wall: A comparative evaluation of composite-based structural equation modeling methods. Journal of the Academy of Marketing Science, 45(5), 616-632.
36. Hamid, M. R. Ab, Sami, W., & Sidek, M. M. (2017). Discriminant validity assessment: Use of Fornell & Larcker criterion versus HTMT criterion. In Journal of Physics: Conference Series, 890(1), 1-5.
37. Hartley, J., Sørensen, E., & Torfing, J. (2013). Collaborative innovation: A viable alternative to market competition and organizational entrepreneurship. Public Administration Review, 73(6), 821-830.
38. Henriques, I., & Sadorsky, P. (2011). The effect of oil price volatility on strategic investment. Energy Economics, 33(1), 79-87.
39. Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115-135.
40. Hillebrand, B., Kemp, R. G., & Nijssen, E. J. (2011). Customer orientation and future market focus in NSD. Journal of Service Management, 22(1), 67-84.
41. Hofacker, C. F., Goldsmith, R. E., Bridges, E., & Swilley, E. (2007). E-services: A synthesis and research agenda. In E-Services, 1-53.
42. Huse, M., Neubaum, D. O., & Gabrielsson, J. (2005). Corporate innovation and competitive environment. The International Entrepreneurship and Management Journal, 1(3), 313-333.
43. Hussain, K., Konar, R., & Ali, F. (2016). Measuring service innovation performance through team culture and knowledge sharing behaviour in hotel services: A PLS approach. Procedia-Social and Behavioral Sciences, 224(15), 35-43.
44. Johne, A., & Storey, C. (1998). New service development: a review of the literature and annotated bibliography. European Journal of Marketing, 32(3/4), 184-251.
45. Jong, J. P., Bruins, A., Dolfsma, W., & Meijaard, J. (2003). Innovation in service firms explored: what, how and why?. Strategic Study B200205, EIM Business & Policy Research, Zoetermeer, the Netherlands.
46. Jong, J. P., & Vermeulen, P. A. (2003). Organizing successful new service development: a literature review. Management Decision, 41(9), 844-858.
47. Karlsson, J., & Skålén, P. (2015). Exploring front-line employee contributions to service innovation. European Journal of Marketing, 49(9/10), 1346-1365.
48. Kindström, D., Kowalkowski, C., & Sandberg, E. (2013). Enabling service innovation: A dynamic capabilities approach. Journal of Business Research, 66(8), 1063-1073.
49. Kostopoulos, K., Papalexandris, A., Papachroni, M., & Ioannou, G. (2011). Absorptive capacity, innovation, and financial performance. Journal of Business Research, 64(12), 1335-1343.
50. Kwak, Y. H., & LaPlace, K. S. (2005). Examining risk tolerance in project-driven organization. Technovation, 25(6), 691-695.
51. Lamberti, L., & Noci, G. (2010). Marketing strategy and marketing performance measurement system: Exploring the relationship. European Management Journal, 28(2), 139-152.
52. Laudon, K.C. and Traver, C.G. (2016). E-commerce: Business, technology, society. Pearson Education Limited, 12th edition, England.
53. Lee, G. G., & Lin, H. F. (2005). Customer perceptions of e-service quality in çevrim içi shopping. International Journal of Retail & Distribution Management, 33(2), 161-176.
54. Love, J. H., Roper, S., & Hewitt-Dundas, N. (2010). Service innovation, embeddedness and business performance: Evidence from Northern Ireland. Regional Studies, 44(8), 983-1004.
55. Löbler, H., & Lusch, R. F. (2014). Signs and practices as resources in IT-related service innovation. Service Science, 6(3), 190-205.
56. Lusch, R. F., Vargo, S. L., & O’brien, M. (2007). Competing through service: Insights from service dominant logic. Journal of Retailing, 83(1), 5-18.
57. Majeed, S. (2011). The impact of competitive advantage on organizational performance. European Journal of Business and Management, 3(4), 191-196.
58. McDermott, C. M., & Prajogo, D. I. (2012). Service innovation and performance in SMEs. International Journal of Operations & Production Management, 32(2), 216-237.
59. Miozzo, M., Desyllas, P., Lee, H. F., & Miles, I. (2016). Innovation collaboration and appropriability by knowledge-intensive business services firms. Research Policy, 45(7), 1337-1351.
60. Morganti, E., Seidel, S., Blanquart, C., Dablanc, L., & Lenz, B. (2014). The impact of e-commerce on final deliveries: Alternative parcel delivery services in France and Germany. Transportation Research Procedia, 4, 178-190.
61. Nickels, D., & Kwun, O. (2006). The relationship between e-commerce adoption and organizational culture. AMCIS, Proceedings, 42.
62. Okunoye, A., Bada, A. O., & Frolick, M. (2007). IT innovations and e-service delivery: An exploratory study. In Proceedings of the 9th International Conference on Social Implications of Computers in Developing Countries, São Paulo, Brazil. 1-8.
63. Özdemir, E. “Hizmet tasarımı ve yeni hizmetler”, Hizmet pazarlaması ve stratejileri, ed. Altunışık, R, Beta Basım A.Ş., İstanbul: 2015, ss 139-178.
64. Papadakis, V., & Bourantas, D. (1998). The chief executive officer as corporate champion of technological innovation: aii empirical investigation. Technology Analysis & Strategic Management, 10(1), 89-110.
65. Parks, J. B., Shewokis, P. A., & Costa, C. A. (1999). Using statistical power analysis in sport management research. Journal of Sport Management, 13(2), 139 147.
66. Patrício, L., Fisk, R. P., & Falcão e Cunha, J. (2008). Designing multi-interface service experiences: The service experience blueprint. Journal of Service Research, 10(4), 318-334.
67. Pennings, J. M., & Harianto, F. (1992). Technological networking and innovation implementation. Organization Science, 3(3), 356-382.
68. Peters, B. (2009). Persistence of innovation: Stylised facts and panel data evidence. The Journal of Technology Transfer, 34(2), 226-243.
69. Ritter, T., & Gemünden, H. G. (2004). The impact of a company's business strategy on its technological competence, network competence and innovation success. Journal of Business Research, 57(5), 548-556.
70. Sarstedt, M., Ringle, C. M., & Hair, J. F. (2017). Partial least squares structural equation modeling. Handbook of market research, 26, 1-40.
71. Sergeeva, N. (2016). What makes an “innovation champion”?. European Journal of Innovation Management, 19(1), 72-89.
72. Shaukat, S., Nawaz, M. S., & Naz, S. (2013). Effects of innovation types on firm performance: An empirical study on Pakistan's manufacturing sector. Pakistan Journal of Commerce and Social Sciences (PJCSS), 7(2), 243-262.
73. Smith, A. M., & Fischbacher, M. (2005). New service development: A stakeholder perspective. European Journal of Marketing, 39(9/10), 1025-1048.
74. Stevens, E., & Dimitriadis, S. (2005). Managing the new service development process: Towards a systemic model. European Journal of Marketing, 39(1/2), 175-198.
75. Stuart, F. I., & Tax, S. (2004). Toward an integrative approach to designing service experiences: lessons learned from the theatre. Journal of Operations Management, 22(6), 609-627.
76. Syson, F., & Perks, H. (2004). New service development: A network perspective. Journal of Services Marketing, 18(4), 255-266.
77. Thakur, R., & Hale, D. (2013). Service innovation: A comparative study of US and Indian service firms. Journal of Business Research, 66(8), 1108-1123.
78. TÜBİSAD Yayınları, (2020). Türkiye'de E-Ticaret Pazar Büyüklüğü. http://www.tubisad.org.tr/tr/images/pdf/tubisad_eticaret_2019_pazar_buyuklugu_raporu.pdf, Erişim Tarihi 25.05.2020.
79. Vakulenko, Y., Shams, P., Hellström, D., & Hjort, K. (2019). Service innovation in e-commerce last mile delivery: Mapping the e-customer journey. Journal of Business Research, 101, 461-468.
80. Wang, W., Hsu, H. S., Yen, H. R., Chiu, H. C., & Wei, C. P. (2010). Developing and validating service innovation readiness. In PACIS, (71), 146-155.
81. Weerawardena, J., & McColl-Kennedy, J. R. (2002). New service development and competitive advantage: A conceptual model. Australasian Marketing Journal (AMJ), 10(1), 13-23.
82. Yen, H. R., Wang, W., Wei, C. P., Hsu, S. H. Y., & Chiu, H. C. (2012). Service innovation readiness: Dimensions and performance outcome. Decision Support Systems, 53(4), 813-824.
83. Zach, F. (2012). Partners and innovation in American destination marketing organizations. Journal of Travel Research, 51(4), 412-425.
84. Zhang, X., & Tang, Y. (2006). Customer perceived e-service quality in çevrim içi shopping. Lulea University of Technology. M.A. Thesis, Sweden.
85. Zhao, Q., Zhang, Y., Friedman, D., & Tan, F. (2015). E-commerce recommendation with personalized promotion. In Proceedings of the 9th ACM Conference on Recommender Systems, 219-226.
86. Zhu, K., & Kraemer, K. L. (2002). E-commerce metrics for net enhanced organizations: Assessing the value of e-commerce to firm performance in the manufacturing sector. Information Systems Research, 13(3), 275-295.