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Antecedents of Dynamic Service Innovation Strategy: Empirical Evidence of Hotel Businesses in Thailand |
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| รหัสดีโอไอ | |
| Creator | Sasichai Pimpan |
| Title | Antecedents of Dynamic Service Innovation Strategy: Empirical Evidence of Hotel Businesses in Thailand |
| Contributor | Prathanporn Jhundra-indra, Saranya Raksong |
| Publisher | วิทยาลัยเทคโนโลยีภาคใต้ |
| Publication Year | 2562 |
| Journal Title | วารสารเทคโนโลยีภาคใต้ |
| Journal Vol. | 12 |
| Journal No. | 1 |
| Page no. | 206-216 |
| Keyword | Dynamic Service Innovation Strategy, Business Experience, Competitive Learning, Organizational Resource, Environmental Complementarity |
| URL Website | https://so04.tci-thaijo.org/index.php/journal_sct/index |
| Website title | วารสารเทคโนโลยีภาคใต้ |
| ISSN | 2539-7281 |
| Abstract | This study aims to investigate both internal and external factors influencing the dynamic service innovation strategy. The data were obtained from survey that investigated 1,200 marketing directors or marketing executives of hotel businesses in Thailand. For the statistics used in analyzing data, multiple regression analysis was employed for the hypothesis testing. The results found that business experience, competitive learning, organizational resource, and environmental complementarity have significant influences on outcomes. In addition, conclusion and future research will be discussed. Both theoretical and managerial contributions support are clearly provided. |
