The Effect Of Service-Driven Market Orientation On Service Innovation: Literature Review And New Research Framework

Main Article Content

Seng Ratny
Arif Mohammad Arshad
Tian Gaoliang


Service-Driven Market Orientation; Service Innovation; Learning Orientation; Customer Orientation; Competitor Orientation


The aim of this paper is to analyse the literature regarding the association between service-driven market orientation and innovation in service organizations as well as create conceptual framework about this relationship. Scholars have suggested that the service firms implementing service-driven market orientation can perform significantly better than traditional market-orientation and become increasingly aware of market demands better than their competitors. The service firms need to react quickly and effectively to changing customers’ demands. Bring in the service-driven market orientation model for service sector leads to critical advantages and particularly their benefits on service innovation. The recent work examined the market orientation-innovation relationship regarding the service industries. An examination regarding the market orientation in service organization is presented along with the conceptual framework and conceptual model is recommended.


Download data is not yet available.
Abstract 340 | PDF Downloads 882