Research On The Relationship Between Market Orientation,Service Supply Chain Dynamic Capability And Firm Service Innovation Performance

Standing at the intersection of industrial change,high-quality development of the service economy and China’s accelerated transformation of the mode of economic development,facing the situation of constant customer demand and increasingly serious homogenisation of products,the traditional product-centred manufacturing enterprises are no longer able to better adapt to the development of the industry.In order to break through the development bottleneck and achieve long-term development,many manufacturing enterprises rely on services to broaden the range of products from tangible products to value-added services.In this context,services have been introduced into different research areas such as service marketing,service operation management and service supply chain.Unlike traditional supply chains that focus on product manufacturing,service supply chains are more flexible and complex,focusing more on responding quickly to customer needs and effectively integrating resources to cope with changes.The emergence of market orientation can be closely combined with the requirements of the service supply chain.In the process of implementing service innovation in companies,the inseparability of services creates a simultaneous development with the market business,i.e.market orientation.Market orientation focuses on the timely acquisition of dynamic external information,which can help companies to implement service production and quickly meet customer needs,and is seen as the driving force of service innovation.However,according to the analysis of existing research and practical work experience,it can be found that there is a "service paradox" among many manufacturing companies,i.e.companies carry out service innovation activities but do not achieve the expected results,or even hinder the improvement of their performance,resulting in service results that do not compensate for the service investment.The root of this problem may lie in the lack of motivation.In the process of innovation in manufacturing enterprises,the importance of dynamic capabilities is generally recognised,but few people have incorporated them into the service innovation environment,and less research has been conducted on the mechanisms influencing the dynamic capabilities of the service supply chain.Based on the existing problems,this paper applies resource-based theory and dynamic capability theory to dissect how market orientation affects service innovation performance from a dynamic capability perspective.A statistical analysis of 317 valid questionnaires was conducted using SPSS 26 and Smart PLS 3.0.The results show that: market orientation positively affects service supply chain dynamic capability;service supply chain dynamic capability positively affects service innovation performance;service supply chain dynamic capability plays a partly mediating role between market orientation and service innovation performance;strategic flexibility negatively regulates the relationship between service supply chain environmental perception capability,service supply chain resource integration capability and service innovation performance respectively,but in the case of service supply chain However,strategic flexibility plays a positive moderating role in the relationship between organizational change capability and service innovation performance.Therefore,based on the above findings,this paper makes a few suggestions for the successful implementation of servitisation in manufacturing companies for long-term development,and also points out the shortcomings of this paper and future research prospects.