Abstract
Despite the importance of the new service development process for new service success, little is known about the drivers of new service development process excellence or how to execute this process while including all important stages and guaranteeing excellence in the execution of each stage. This study analyses the role of innovative culture, market orientation, and top management support as antecedents of new service development process excellence in hotels. The results obtained for a sample of 133 hotels provide useful insights into how to improve new service performance. Both innovative culture and market orientation have a positive impact on new service development process excellence, although top management support has the strongest effect. New service development process excellence benefits new service quality, which reinforces new service market performance. The robustness of our findings is tested considering innovation type (radical versus incremental services).
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
