Antecedents of Dynamic Service Innovation Strategy: Empirical Evidence of Hotel Businesses in Thailand

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Sasichai Pimpan
Prathanporn Jhundra-indra
Saranya Raksong


     This study aims to investigate both internal and external factors influencing the dynamic service innovation strategy. The data were obtained from survey that investigated 1,200 marketing directors or marketing executives of hotel businesses in Thailand. For the statistics used in analyzing data, multiple regression analysis was employed for the hypothesis testing. The results found that business experience, competitive learning, organizational resource, and environmental complementarity have significant influences on outcomes. In addition, conclusion and future research will be discussed. Both theoretical and managerial contributions support are clearly provided.


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Pimpan, S., Jhundra-indra, P., & Raksong, S. (2019). Antecedents of Dynamic Service Innovation Strategy: Empirical Evidence of Hotel Businesses in Thailand. JOURNAL OF SOUTHERN TECHNOLOGY, 12(1), 206-216. Retrieved from
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