| 摘要: | Service innovation is a complex field which represents various disciplines. The nature and process of innovation has radically shifted as well in the past decade. Based on service-dominant (S-D) logic, this study developed an integrative model of service innovation. S-D logic allows us to view service as a transcending mental model for all types and forms of innovation, tangible or intangible. The model consists of antecedents, moderators, and consequence of service innovation. Thirteen hypotheses are proposed. Survey study was conducted. Data were collected by both online and offline questionnaires. Totally, 202 data from retail companies in Indonesia were used for analyses. The results show that first, service-dominant orientation, dynamic service innovation capabilities, and knowledge resources positively influence on service innovation. Second, service innovation positively influences organizational performance. Third, organizational factors such as service climate, service culture, and organizational learning orientation partially moderate the relationship between service innovation and its antecedents. Fourth, environmental factors such as environmental munificence, environmental dynamism, environmental heterogeneity, and environmental hostility partially moderate the relationship between service innovation and its antecedents. This study contributes to the current literature by examining an integrative model of service innovation based on service-dominant logic perspective, proving that S-D logic is appropriate for studying service innovation, and by testing the nomological validity of those constructs. |
