A Study On The Relationship Between Market Orientation, Organizational Learning And Service Innovation Performance

With service products getting more and more popular in the global market, especially inemerging markets of developing countries, both full-time service businesses and traditionalcompanies are seeing new opportunities of getting revenue growth in service areas.Meanwhile, the services sectors are facing gradually fierce competition in the process ofglobalization, which has forced companies to rethink their service capabilities in the serviceinnovation decisions. In this context, service innovation has become an important means todevelop value-added business, retain existing customers, open new markets for businessgrowth. Therefore, how to improve service innovation performance, so as to enhance thecompetitiveness of service-oriented enterprise has become an important research topic formany countries.Since the1990s, numerous findings indicated that market orientation can enhancebusiness performance, and there is a causal chain relationship between market orientation,organizational learning and enterprise performance. While this result was questioned by manyscholars, who believed that too much attention to the customer needs was not conducive toinnovation, thus reducing the ability to adapt to the dynamic environment. In response to thisquestion, some proposed that a comprehensive market orientation concept was to include twodimensions of proactive and responsive orientation, the former focused on customer currentexplicit needs; the latter was about the future implicit needs. Taking into account of bothmarket-oriented businesses, companies will obtain and maintain their long-term competitiveadvantage. Correspondingly, organizational learning can be divided into exploitative andexploratory learning. Exploitative learning aims mining companies existing knowledge,experience and technology; while exploratory learning pays more attention to the potentialneeds and ideas of customers on which to develop and implement. Two organizationallearning contribute to maintaining the stability and dynamic capability of enterprises. Twomarket orientations have different effects on two types of learning, but few systematicly studythe relationship among them. Additionally, different from previous study, this dissertataionwould also study the effect of market orientation and organizational learning on differentdimensions of service innovation performance. Based on the literature review of market orientation, organizational learning and serviceinnovation performance studied by many scholars home and abroad, this paper discovered thecausal chain relationship between market orientation, service innovation performance and amediating role of organizational learning on the empirical analysis of203company s dataFrom the ambidexterity perspective, this paper systematically studied those relationships andhoped to provide both theoretical and practical support and guidance for companies in serviceindustries.