Müşteri ve Teknoloji Odaklılığın Hizmet Yeniliğine Etkisi: Rekabetçiliğin Düzenleyici Rolü

Öz

Bu çalışmada, restoran işletmelerinde müşteri ve teknoloji odaklılığın hizmet yeniliğine (kademeli ve radikal yenilik) etkisinde rekabetçiliğin düzenleyici rolü incelenmiştir. Araştırmanın örneklemini, İstanbul, Ankara ve İzmir’deki restoran işletmeleri sahipleri/yöneticileri oluşturmaktadır. Araştırmada veriler anket tekniği ile elektronik yöntemle toplanmış ve araştırmanın sonunda geçerli 402 anket elde edilmiştir. Araştırmada verilerin analizi SPSS ve SmartPLS programları kullanılarak yapılmıştır. Ölçeklere ilişkin geçerlik ve güvenilirlik analizlerinin yanında araştırma hipotezlerini test etmek amacıyla yapısal eşitlik modellemesinden yararlanılmıştır. Araştırma sonunda müşteri odaklılığın; kademeli hizmet yeniliği ve radikal hizmet yeniliği üzerinde pozitif düzeyde etkisi olduğu saptanmıştır. Teknoloji odaklılığın ise kademeli hizmet yenilik üzerinde anlamlı bir etkisi bulunmazken, radikal hizmet yeniliği üzerinde pozitif düzeyde anlamlı etkisinin olduğu tespit edilmiştir. Müşteri odaklılığın kademeli hizmet yeniliği ve radikal hizmet yeniliği üzerine etkisinde çevresel rekabetçiliğin düzenleyici rolü ortaya çıkmamıştır. Teknoloji odaklılığın kademeli hizmet yeniliği üzerine etkisinde çevresel rekabetçiliğin düzenleyici rolü olduğu görülürken; radikal hizmet yeniliği üzerine etkisinde çevresel rekabetçiliğin düzenleyici rolü tespit edilememiştir.

Anahtar Kelimeler

• Müşteri Odaklılık
• Teknoloji Odaklılık
• Hizmet Yeniliği
• Restoran İşletmeleri

The Effect of Customer and Technology Orientation on Service Innovation: The Moderating Role of Competitiveness

Öz

This study examines the moderating role of competitiveness in the impact of customer and technology orientation on service innovation (incremental and radical innovation) in restaurant businesses. The sample of the research consists of owners/managers of restaurant businesses located in Istanbul, Ankara, and Izmir. Data were collected electronically through a questionnaire technique, resulting in 402 valid responses. Data analysis was conducted using SPSS and SmartPLS software. In addition to validity and reliability analyses of the scales, structural equation modeling was employed to test the research hypotheses. The findings indicate that customer orientation has a positive effect on both incremental and radical service innovation. While technology orientation was found to have no significant effect on incremental service innovation, it has a significantly positive effect on radical service innovation. The moderating role of environmental competitiveness was not found in the relationship between customer orientation and both incremental and radical service innovation. However, environmental competitiveness did play a moderating role in the effect of technology orientation on incremental service innovation, but not on radical service innovation.

Anahtar Kelimeler

• Customer Orientation
• Technology Orientation
• Service Innovation
• Restaurant Businesses

Kaynakça

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