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

Öz

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.

Anahtar Kelimeler

• 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

Öz

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.

Anahtar Kelimeler

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

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