Konaklama İşletmelerinin Yeni Hizmet Sunumunda Strateji Odaklılık Etkili Mi?
Is Strategic Orientation Effective in the Development of New Services of Accommodation Businesses?

Summary/Abstract: Nowadays, one of the most important objectives for businesses is to have a sustainable competitive power.It is considered that the strategy-oriented perspective, which can be developed by taking into account internal and external environmental elements, may be effective in the decisions regarding service innovation. From this point of view, the study examined the effects of the strategy-oriented views of 137 lower-, mid-, upper-level managers in accommodation businesses in the Thrace Region on the decisions of new service development. Structured questionnaire technique, which is one of the quantitative research methods, was used in the study. The questionnaires were analyzed with statistical package program.Spearman correlation analysis, simple and multiple regression analyzes were applied. As a result of the study, it was seen that the strategy-oriented views of accommodation businesses, which include technology and market orientation, had a positive and significant effect on new service development environment and new service development support. When examined in terms of sub-dimensions, customer orientation and inter-functional coordination had a positive and significant effect on the environment and support dimensions of new service development, but no effect of competitor orientation was found

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