MODERATING ROLES OF RELATIONAL LEARNING AND COMPETITION INTENSITY ON THE EFFECT OF RELATIONSHIP MANAGEMENT CAPABILITY ON THE SERVICE INNOVATION PERFORMANCE OF CALABARZON TRAVEL AGENCIES

Abstract

Purpose- Relational learning is the process by which partners exchange knowledge, develop a shared understanding, and incorporate this understanding into the memory of the domain (Waheed, W., 2019). It speeds up the sharing of information, common understanding, and creation of a special relationship memory. The two parties' cooperative connection is then further encouraged by the growing volume of information and communication. When the conditions of cooperative relationships shift, the impact of RMC on the performance of businesses will also evolve. Thus, relational learning could moderate the relationship between service innovation performance and relationship management skills (Hadid, W., 2019). Meanwhile, the competition intensity is intimately tied to the activity of innovation within or across businesses. Competition intensity has either directly or indirectly impacted organizations' technological innovation, corporate performance, product innovation performance, and innovation dissemination efficiency (Huang, 2018). This study assessed the moderating roles of relational learning and competition intensity on the effect of relationship management capability to the service innovation performance of travel agencies in CALABARZON with the goal of developing a relationship management strategic program for leveraging relationship management capability of travel agencies. Methodology- It utilized a descriptive correlational design and survey questionnaire was used as the main data gathering instrument which was supported by the conduct of unstructured interviews. The instrument was distributed to 142 owners, managers, or supervisors of travel agencies who have direct supervision of the operation of the business. The respondents were selected from the total population of 244 through employing the stratified random sampling. Findings- The results and findings of the study revealed that the level of service innovation performance is very good (M = 6.09; SD = ). Digitalization in tourism is aimed at making the tourism business not only more flexible, consistent with the realities of time, but also more competitive in the developing digital world. Digitalization in the tourism industry ensures a situation where customers get excellent results, and the owners of travel companies get higher incomes (Kayumovich, 2020). Moreover, the results also revealed that travel agencies are also very good in relationship management capability (M = 6.33; SD = ). Relationship management capability increases knowledge transfer and resource acquisition by fostering strong ties among partners, while relationship learning assists organizations in identifying and realizing the value of knowledge and resources in service innovation practice (Zhu et. Al, 2022). Additionally, the level of relational learning and competition intensity as assessed by the respondents are extremely high with M = 6.09; SD = , and M = 6.09; SD = ,respectiviely. The findings of the study also revealed that these two variables do not moderate the relationship between relationship management capability and service innovation performance. Conclusion- Based from the results and findings of the study, a relationship management strategic program was proposed to leverage the relationship management capability of travel agencies on the identified areas of improvement that will impact service innovation performance.

Keywords

• Relational learning
• competition intensity
• relationship management capability
• service innovation performance
• travel agencies

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