Service Innovation Market Orientation and Alliance Orientation that Affect the Business Performance Case Study: SMEs Hotel in Phitsanulok Province Thailand
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Published:
Oct 27, 2019
Keywords:
Market Orientation Alliance Orientation Service Innovation
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Abstract
This research aims to study of Market Orientation and Alliance Orientation has direct and indirect effects to Firm performance through Service Innovation as a mediator of small and medium hotels in Phitsanulok, Thailand. In this research, the qualitative research was conducted by in-depth interviews with 5 SMEs hotel entrepreneur. The results showed that the entrepreneurs focused on the market orientation, especially under the Indicators of customer orientation and respond for customer demand. As part of the alliance orientation, the entrepreneur focuses on the business partners in the same business category first because it directly impacts the firm performance. For the different industry’s business partner are often based on customer needs and cause service innovation in the hotel. Which these factors, directly and indirectly result in hotel performance is better.
Article Details
How to Cite
Prasertsri, S., Khaochaurklang, S., & Changkaew, L. (2019). Service Innovation Market Orientation and Alliance Orientation that Affect the Business Performance Case Study: SMEs Hotel in Phitsanulok Province Thailand. WMS Journal of Management, 8(4), 95–107. Retrieved from https://so06.tci-thaijo.org/index.php/wms/article/view/223149
Section
Research Articles-Academic Articles
References
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Bank of Thailand. (2017). Quarter 4/2560 business outlook report. Retrieved from https://www.bot.or.th/
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Chongsoonthornwong, C. (2016). nawattakam kān bō̜rikān:
konlayut thī sāng khwām daiprīap thāngkān khǣngkhan khō̜ng ʻongkō̜n thurakit bō̜rikān [Service innovation: A strategy that create a competitive advantage of the service business organization]. Modern management Journal, 14(2),13-24.
Creswell, J. W., Plano Park, V.L., Gutmann, M.L., & Hasson, W.E. (2003). Advanced mixed
methods research designs. In A. Tashakkori & C. Teddlie (Eds.), Handbook of mixed methods in social and behavioral research, 209–240.
Day, G. S. (1994). The Capabilities of Market-Driven Organizations. Journal of Marketing, 58(4). doi.org/10.1177/002224299405800404
Gauzente, C. (1999). Comparing market orientation scales: A content analysis. Marketing bulletin. 1999,10 78-82.
Hariandja, E. S. (2011). The relationship between service innovation, marketing communication, and performance in hospitality industries - A Conceptual framework. Proceeding of industrial engineering and service science.
Hareebin, Y., Aurjirapongphan, S., & Seangthai, S. (2016). khwāmsāmāt dān khrư̄akhāi læ khwāmsāmāt chœ̄ng nawattakam khō̜ng wisāhakit khanāt klāng læ khanāt yō̜m [The Network-Based Capability and Innovative Capabilities of Small and Medium-Sized Enterprises (SMEs)]. Executive Journal. 36(2), 79-88.
Hooper, V. A. (2006). The impact of the alignment between information systems and marketing on business performance. Ph.D. Victoria University of Wellington.
Hult, G. T. M., Snow, C. & Kandemir. (2003). The role of entrepreneurship in building cultural competitiveness in different organizational types. Journal of Management, 29(3), 401-426.
Iam-aram, T. (2017). khwāmkhithen thī yưtthư̄ sapphayākō̜n khō̜ng ʻongkān thurakit : kānpramœ̄n khunkhā khō̜ng thurakit khanāt klāng læ khanāt yō̜m
[The Resource-Based View Of Business Organization: Evaluating Value of Small and Medium Enterprises (SMEs)], Academic Journal of Thonburi University. 11(24), 109-122.
Jatusripitak, S. (2016). pāthakathā phisēt nai hūakhō̜ sāng Thai hai khemkhæng [Keynote Speech: The Topic of Thailand to Strengthen: Thailand Chamber of
Commerce No.33]. Retrieved from https://www.youtube.com /watch?v=NtHrwJBTNn0
Kandemir, D., Yaprak, A., & Cavusgil, S.T. (2006). Alliance Orientation: Conceptualization, Measurement, and Impact on Market Performance. Academy of Marketing Science Journal,34(3), 324-340.
Kasikorn Research Center. (2016). pī ' hāsipkāo thurakit rōngrǣm tœ̄ptō rō̜ila 4.7 - 6.0 kānlongthun tāng čhangwat khayāi tūa tǣ yang phachœ̄n khwām thāthāi lāi dān 2016 [Hotel business grows by 4.7-6.0 percent. It also faces many challenges]. Retrieved from https://kasikornre search.com/th/analysis/k-econ/business /Pages/35006.aspx
Kasikorn Research Center. (2016) SME phrō̜m prap konlayut rapmư̄ kān khǣngkhan sūng khō̜ng thurakit rōngrǣm [SME and
strategy High competition of hotel business]. Retrieved from https://www.kasikornbank.com/th/business/sme/KSMEKnowledge/article/KSMEAnalysis/Documents/SMEHotelStrategy2016.pdf
Katetaphan, K. (2016). konlayut kānčhat čhāng phū damnœ̄n kān thǣn khō̜ng ʻutsāhakam rōngrǣm nai prathēt [Thai Outsourcing Strategy of Hotel Industry in Thailand]. Journal of Management Sciences, 33(1), 101-124.
Kohli, A. K., Jaworski, B. J. (1990). Market orientation: The construct, research propositions, and managerial implications. Journal of marketing, 54(4),1-18.
Kohli, A. K., Jaworski, B. J., & Kumar, A. (1993). MARKOR: A measure of market orientation. Journal of marketing research, 2, 467-77.
Kumar, V., Jones, E., Venkatesan, R., & Leone, R. P. (2011). Is market orientation a source of sustainable competitive advantage or simply the cost of competing? American Marketing Association, 75, 16-30.
Leagphai, P., Jaroeanwilad, K. (2012). phon khō̜ng kān mungnēn khwāmpen phūprakō̜pkān kān mungnēn talāt læ kān mungnēn kān rīanrū thī mī tō̜ khwāmsāmāt thāng nawattakam ʻongkō̜n [The Effect of Entrepreneurial Orientation, Market Orientation, and Learning Orientation on
Organizational Innovativeness]. Journal of management sciences, 29(1), 77-90.
Llanos-Herrera, G. R., & Andrade-Valbuena, N. A. (2017). Review and support of the relationship between alliance competence and alliance orientation. Gecontec,5(2),77-92.
Maysinsee, S. (2016). prathēt Thai 4.0 prathēt Thai nai bō̜ribot lōk [Magazine Interviews Brand Age: Thailand 4.0]. Retrieved from https://www.youtube.com/watch? v=DbdONh
Musikapodok, P. (2016). rūpbǣp khwāmsamphan khrōngsāng chœ̄ng sāhēt khō̜ng patčhai thī mī phon tō̜ kāndamnœ̄n ngān khō̜ng rōngrǣm hā dāo nai prathēt Thai [The Structural equation model of causal factors influencing performance of Five Star Hotels in Thailand]. Journal of Business Administration, 5(2), 134-145.
Naidoo, V. (2010). Firm survival through a crisis: the influence of market orientation, marketing innovation and business strategy. Industrial Marketing Management, 39, 1311-1320.
Narver, J. C., & Slater, S. F. (1990). The Effect of a Market Orientation on Business Profitability. Journal of Marketing, 54(4), 20-35.
Oktem, S. V. M. (2000). Market orientation and business performance in hotel industry. Vacational School, TC Maltepe University, 778-787.
Rachan, M. (2011). kān khapkhlư̄an nawattakam sū phāk ʻutsāhakam læ SMEs [Driving Innovation to Industry
and SMEs]. Journal of Industry, 54, 5-7.
Sa liow, M. L., & Chai., Y. K. (2015). Performance measurable, in the accommodation industry: a dilemma and beyond. The international journal of business and management.
Selnes, F., Jaworski, B. J., Kohli, A. K. (1995). Market Orientation in United States and Scandinavian companies. A cross-cultural study. Scandinavian Journal of Management, 12(2), 139-157.
Snyder, H., Witell, L., Gustafsson, A., Fombelle, P. & Kristensson, P. (2014). Identifying categories of service innovation: A review and synthesis of the literature. Journal of business research,69 (7), 2401-2408.
Street, C.T., & Cameron, A. (2007). External Relationships and the Small Business: A Review of Small Business Alliance and Network Research. Journal of Small Business Management, 45(2), 239–266.
Stuart, T. E. (2000). Interorganizational alliances and the performance of firms: A study of growth and innovation rates in a high-technology industry. Strategic Management Journal, 21(8), 791-811.
Sukato, N. (2014). The Implementation of market orientation and innovation in SMEs. International journal of academic research in business and social sciences, 4(5),614-625.
Suttijak, S. (2009). nawattakam bō̜rikān : kō̜ranī sưksā nai klum rōngrǣm khām chāt [Understanding Service Innovation: A Case of Multinational Hotel Chains].
Suthiparithat Journal, 23(69), 21-36.
Talebi, K., Rezazadeh, A. & Najmabadi, A. D. (2015). SME alliance performance: the
impacts of alliance entrepreneurship, entrepreneurial orientation, and intellectual capital. International Journal of Entrepreneurship and Small Business, 24(2), 187-207.
Tang, T. T., Wang, M. C., & Tang, Y. (2013). Developing service innovation capability in the hotel industry. Service Business An international journal, 9(1), 99-115.
Wattanavarangkul, K. (2015), kān pāthakathā phisēt dōI nāng kō̜p kān watthanawa rāngkūn ratthamontrī wākān krasūang thō̜ngthīeo læ kīlāKeynote [Speech: Innovation for Sustainable Tourism]. 33th Chamber of Commerce Conference. Retrieved from https://www.youtube
.com/watch?v=IKKIV4YR5ik
Wongchaing, A. (2012). nǣothāng kān phœ̄m prasitthiphāp khō̜ng thurakit rōngrǣm khanāt klāng læ khanāt yō̜m nai khēt hūa hin čhangwat pračhūap khīrī khan [An Approach of Increasing The Efficiency Of Medium and Small-sized hotel business in Huahin District Prachabkhirikhan Province]. Modern Management Journal, 10(1), 109-118.
Bank of Thailand. (2017). Quarter 4/2560 business outlook report. Retrieved from https://www.bot.or.th/
Chan, K. O. (2005). The Impact of Market Orientation on New Venture Performance in China. Proceeding of ANZMAC 2005. Conference: Strategic Marketing and Market Orientation. Yiming Tang: Macquarie University.
Chongsoonthornwong, C. (2016). nawattakam kān bō̜rikān:
konlayut thī sāng khwām daiprīap thāngkān khǣngkhan khō̜ng ʻongkō̜n thurakit bō̜rikān [Service innovation: A strategy that create a competitive advantage of the service business organization]. Modern management Journal, 14(2),13-24.
Creswell, J. W., Plano Park, V.L., Gutmann, M.L., & Hasson, W.E. (2003). Advanced mixed
methods research designs. In A. Tashakkori & C. Teddlie (Eds.), Handbook of mixed methods in social and behavioral research, 209–240.
Day, G. S. (1994). The Capabilities of Market-Driven Organizations. Journal of Marketing, 58(4). doi.org/10.1177/002224299405800404
Gauzente, C. (1999). Comparing market orientation scales: A content analysis. Marketing bulletin. 1999,10 78-82.
Hariandja, E. S. (2011). The relationship between service innovation, marketing communication, and performance in hospitality industries - A Conceptual framework. Proceeding of industrial engineering and service science.
Hareebin, Y., Aurjirapongphan, S., & Seangthai, S. (2016). khwāmsāmāt dān khrư̄akhāi læ khwāmsāmāt chœ̄ng nawattakam khō̜ng wisāhakit khanāt klāng læ khanāt yō̜m [The Network-Based Capability and Innovative Capabilities of Small and Medium-Sized Enterprises (SMEs)]. Executive Journal. 36(2), 79-88.
Hooper, V. A. (2006). The impact of the alignment between information systems and marketing on business performance. Ph.D. Victoria University of Wellington.
Hult, G. T. M., Snow, C. & Kandemir. (2003). The role of entrepreneurship in building cultural competitiveness in different organizational types. Journal of Management, 29(3), 401-426.
Iam-aram, T. (2017). khwāmkhithen thī yưtthư̄ sapphayākō̜n khō̜ng ʻongkān thurakit : kānpramœ̄n khunkhā khō̜ng thurakit khanāt klāng læ khanāt yō̜m
[The Resource-Based View Of Business Organization: Evaluating Value of Small and Medium Enterprises (SMEs)], Academic Journal of Thonburi University. 11(24), 109-122.
Jatusripitak, S. (2016). pāthakathā phisēt nai hūakhō̜ sāng Thai hai khemkhæng [Keynote Speech: The Topic of Thailand to Strengthen: Thailand Chamber of
Commerce No.33]. Retrieved from https://www.youtube.com /watch?v=NtHrwJBTNn0
Kandemir, D., Yaprak, A., & Cavusgil, S.T. (2006). Alliance Orientation: Conceptualization, Measurement, and Impact on Market Performance. Academy of Marketing Science Journal,34(3), 324-340.
Kasikorn Research Center. (2016). pī ' hāsipkāo thurakit rōngrǣm tœ̄ptō rō̜ila 4.7 - 6.0 kānlongthun tāng čhangwat khayāi tūa tǣ yang phachœ̄n khwām thāthāi lāi dān 2016 [Hotel business grows by 4.7-6.0 percent. It also faces many challenges]. Retrieved from https://kasikornre search.com/th/analysis/k-econ/business /Pages/35006.aspx
Kasikorn Research Center. (2016) SME phrō̜m prap konlayut rapmư̄ kān khǣngkhan sūng khō̜ng thurakit rōngrǣm [SME and
strategy High competition of hotel business]. Retrieved from https://www.kasikornbank.com/th/business/sme/KSMEKnowledge/article/KSMEAnalysis/Documents/SMEHotelStrategy2016.pdf
Katetaphan, K. (2016). konlayut kānčhat čhāng phū damnœ̄n kān thǣn khō̜ng ʻutsāhakam rōngrǣm nai prathēt [Thai Outsourcing Strategy of Hotel Industry in Thailand]. Journal of Management Sciences, 33(1), 101-124.
Kohli, A. K., Jaworski, B. J. (1990). Market orientation: The construct, research propositions, and managerial implications. Journal of marketing, 54(4),1-18.
Kohli, A. K., Jaworski, B. J., & Kumar, A. (1993). MARKOR: A measure of market orientation. Journal of marketing research, 2, 467-77.
Kumar, V., Jones, E., Venkatesan, R., & Leone, R. P. (2011). Is market orientation a source of sustainable competitive advantage or simply the cost of competing? American Marketing Association, 75, 16-30.
Leagphai, P., Jaroeanwilad, K. (2012). phon khō̜ng kān mungnēn khwāmpen phūprakō̜pkān kān mungnēn talāt læ kān mungnēn kān rīanrū thī mī tō̜ khwāmsāmāt thāng nawattakam ʻongkō̜n [The Effect of Entrepreneurial Orientation, Market Orientation, and Learning Orientation on
Organizational Innovativeness]. Journal of management sciences, 29(1), 77-90.
Llanos-Herrera, G. R., & Andrade-Valbuena, N. A. (2017). Review and support of the relationship between alliance competence and alliance orientation. Gecontec,5(2),77-92.
Maysinsee, S. (2016). prathēt Thai 4.0 prathēt Thai nai bō̜ribot lōk [Magazine Interviews Brand Age: Thailand 4.0]. Retrieved from https://www.youtube.com/watch? v=DbdONh
Musikapodok, P. (2016). rūpbǣp khwāmsamphan khrōngsāng chœ̄ng sāhēt khō̜ng patčhai thī mī phon tō̜ kāndamnœ̄n ngān khō̜ng rōngrǣm hā dāo nai prathēt Thai [The Structural equation model of causal factors influencing performance of Five Star Hotels in Thailand]. Journal of Business Administration, 5(2), 134-145.
Naidoo, V. (2010). Firm survival through a crisis: the influence of market orientation, marketing innovation and business strategy. Industrial Marketing Management, 39, 1311-1320.
Narver, J. C., & Slater, S. F. (1990). The Effect of a Market Orientation on Business Profitability. Journal of Marketing, 54(4), 20-35.
Oktem, S. V. M. (2000). Market orientation and business performance in hotel industry. Vacational School, TC Maltepe University, 778-787.
Rachan, M. (2011). kān khapkhlư̄an nawattakam sū phāk ʻutsāhakam læ SMEs [Driving Innovation to Industry
and SMEs]. Journal of Industry, 54, 5-7.
Sa liow, M. L., & Chai., Y. K. (2015). Performance measurable, in the accommodation industry: a dilemma and beyond. The international journal of business and management.
Selnes, F., Jaworski, B. J., Kohli, A. K. (1995). Market Orientation in United States and Scandinavian companies. A cross-cultural study. Scandinavian Journal of Management, 12(2), 139-157.
Snyder, H., Witell, L., Gustafsson, A., Fombelle, P. & Kristensson, P. (2014). Identifying categories of service innovation: A review and synthesis of the literature. Journal of business research,69 (7), 2401-2408.
Street, C.T., & Cameron, A. (2007). External Relationships and the Small Business: A Review of Small Business Alliance and Network Research. Journal of Small Business Management, 45(2), 239–266.
Stuart, T. E. (2000). Interorganizational alliances and the performance of firms: A study of growth and innovation rates in a high-technology industry. Strategic Management Journal, 21(8), 791-811.
Sukato, N. (2014). The Implementation of market orientation and innovation in SMEs. International journal of academic research in business and social sciences, 4(5),614-625.
Suttijak, S. (2009). nawattakam bō̜rikān : kō̜ranī sưksā nai klum rōngrǣm khām chāt [Understanding Service Innovation: A Case of Multinational Hotel Chains].
Suthiparithat Journal, 23(69), 21-36.
Talebi, K., Rezazadeh, A. & Najmabadi, A. D. (2015). SME alliance performance: the
impacts of alliance entrepreneurship, entrepreneurial orientation, and intellectual capital. International Journal of Entrepreneurship and Small Business, 24(2), 187-207.
Tang, T. T., Wang, M. C., & Tang, Y. (2013). Developing service innovation capability in the hotel industry. Service Business An international journal, 9(1), 99-115.
Wattanavarangkul, K. (2015), kān pāthakathā phisēt dōI nāng kō̜p kān watthanawa rāngkūn ratthamontrī wākān krasūang thō̜ngthīeo læ kīlāKeynote [Speech: Innovation for Sustainable Tourism]. 33th Chamber of Commerce Conference. Retrieved from https://www.youtube
.com/watch?v=IKKIV4YR5ik
Wongchaing, A. (2012). nǣothāng kān phœ̄m prasitthiphāp khō̜ng thurakit rōngrǣm khanāt klāng læ khanāt yō̜m nai khēt hūa hin čhangwat pračhūap khīrī khan [An Approach of Increasing The Efficiency Of Medium and Small-sized hotel business in Huahin District Prachabkhirikhan Province]. Modern Management Journal, 10(1), 109-118.