ปัจจัยเชิงสาเหตุของกลยุทธ์นวัตกรรมการบริการเชิงพลวัต: หลักฐานเชิงประจักษ์ของธุรกิจโรงแรมในประเทศไทย
Article Sidebar
เผยแพร่แล้ว:
พ.ค. 4, 2019
คำสำคัญ:
กลยุทธ์นวัตกรรมการบริการเชิงพลวัตร ประสบการณ์ในการบริหาร การเรียนรู้เกี่ยวกับการแข่งขัน ทรัพยากรขององค์กร สภาพแวดล้อมที่มีความสอดคล้อง
Main Article Content
บทคัดย่อ
การวิจัยนี้มีวัตถุประสงค์เพื่อทดสอบปัจจัยภายในและปัจจัยภายนอกที่มีอิทธิพลต่อกลยุทธ์นวัตกรรมการบริการเชิงพลวัตร ซึ่งเก็บรวบรวมข้อมูลจากผู้อำนวยการฝ่ายการตลาด หรือ ผู้จัดการฝ่ายการตลาด จำนวน 1,200 คน จากธุรกิจโรงแรมในประเทศไทย โดยใช้การวิเคราะห์การถดถอยในการทดสอบสมมุติฐาน ผลการวิจัย พบว่า ประสบการณ์ในการบริหาร การเรียนรู้เกี่ยวกับการแข่งขัน ทรัพยากรขององค์กรและสภาพแวดล้อมที่มีความสอดคล้อง มีอิทธิพลเชิงบวกต่อผลลัพธ์ของธุรกิจ นอกจากนั้นผลการศึกษานี้ยังสามารถใช้เป็นข้อสรุปและแนวทางของงานวิจัยในอนาคต ทั้งด้านทฤษฎีและการสนับสนุนเชิงปฏิบัติได้อย่างชัดเจน
Article Details
รูปแบบการอ้างอิง
Pimpan, S., Jhundra-indra, P., & Raksong, S. (2019). ปัจจัยเชิงสาเหตุของกลยุทธ์นวัตกรรมการบริการเชิงพลวัต: หลักฐานเชิงประจักษ์ของธุรกิจโรงแรมในประเทศไทย. วารสารเทคโนโลยีภาคใต้, 12(1), 206–216. สืบค้น จาก https://so04.tci-thaijo.org/index.php/journal_sct/article/view/115765
ประเภทบทความ
บทความวิจัย
- ผู้เขียนต้องยินยอมปฏิบัติตามเงื่อนไขที่กองบรรณาธิการวารสารกำหนด และผู้เขียนต้องยินยอมให้บรรณาธิการ แก้ไขความสมบูรณ์ของบทความได้ในขั้นตอนสุดท้ายก่อนเผยแพร่
- ลิขสิทธิ์บทความเป็นของผู้เขียน แต่วารสารเทคโนโลยีภาคใต้คงไว้ซึ่งสิทธิ์ในการตีพิมพ์ครั้งแรก โดยเหตุที่บทความนี้ปรากฏในวารสารที่เข้าถึงได้จึงอนุญาตให้นำบทความไปใช้เพื่อประโยชน์ทางการศึกษา แต่มิใช่เพื่อการพาณิชย์
เอกสารอ้างอิง
Aaker, D.A., Kumar, V., & Day, G.S. (2001). Marketing Research. New York: John
Wiley & Sons.
Aragón-Correa, J. A., García-Morales, V. J., & Cordón-Pozo, E. (2007). Leadership and organizational learning's role on
innovation and performance: Lessons from Spain. Industrial marketing management, 36(3), 349-359.
Armstrong, J. S. and Overton, T. S. (1977). Estimating nonresponse bias in mail surveys. Journal of Marketing
Research, 14(3), 396-402.
Arora, A., Arunachalam, V. S., Asundi, J., & Fernandes. R. (2001). The Indian software services industry. Research
Policy, 30(8), 1267-1287.
Atuahene-Gima, K. and Murray J. (2004). Antecedents and outcomes of marketing strategy comprehensiveness.
Journal of Marketing, 68(4), 33-46.
Barney, J. (1991). Firm resources and sustained competitive advantage. Journal Management, 17, 99 – 120.
Boyd, B. K., & Fulk, J. (1996). Executive scanning and perceived uncertainty: a multidimensional model. Journal of
Management, 22(1), 1-21.
Cho, K. R., & Padmanabhan, P. (2005). Revisiting the role of cultural distance in MNC’s foreign ownership mode
choice: The moderating effect of experience attributes. International Business Review, 14(3), 307– 324.
Chow, I. H. S., Lo, T. W. C., Sha, Z., & Hong, J. (2006). The impact of developmental experience, empowerment,
and organizational support on catering service staff performance. International Journal of Hospitality
Management, 25(3), 478-495.
Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. Psychometrika, 16,297–334.
Daugherty, P. J., Chen, H., & Ferrin, B. G. (2011). Organizational structure and logistics service innovation. The
International Journal of Logistics Management, 22(1), 26-51.
Drazin, R., & Van de Ven, A. (1985). Alternative forms of fit in contingent theory. Administrative Science Quality, 30,
514-539.
Eisenhardt, K.M., & Bhatia, M.M. (2000). Organizational complexity and computation. In Companion to
Organizations, Baum JAC (ed.).Blackwell: Oxford, UK.
Espedal, B. (2006). Do organizational routines change as experience changes?. The Journal of Applied Behavioral
Science, 42(4), 468-490.
Fiol, C., & Lyles, M. (1985). Organizational Learning. Academic Management.
Fuller, J. (2010). Refining virtual co-creation from a consumer perspective. California Management Review,
98, 122–130.
Goldstein, S.M., Johnston, R., Duffy, J., & Rao, J. (2002). The service concept: the missing link in service design
research?, Journal of Operations Management, 20, 121–134.
Griffith, D. A., Stephanie, N., & Qimei, C. (2006). The performance implications of entrepreneurial proclivity: a
dynamic capabilities approach. Journal of Retailing, 82(1), 51-62.
Hertog, P., Aa, W., Jong, M.W. (2010). Capabilities for managing service innovation: towards a conceptual framework.
Journal of Service Management, 21(4), 490-514.
Hills, S. B., & Sarin, S. (2003). From market driven to market driving: An alternate paradigm for marketing in high
technology industries. Journal of Marketing Theory and Practice, 11(3), 13-25.
Hipp, C., & Grupp, H. (2005). Innovation in the service sector: the demand for service-specific innovation measurement
concepts and typologies. Research Policy, 34(4), 517–535.
Jaworski, B., Kohli, A. K., & Sahay, A. (2000). Market Driven Versus Driving Markets. Academy of Marketing Science,
28(1), 45-54.
Kale, P., & Singh, H. (2007). Building firm capabilities through learning: the role of the alliance learning process in
alliance capability and firm-level alliance success. Strategic Management Journal, 28, 981–1000.
Kim, J.-Y., Kim, J.-Y., & Miner, A.S. (2009). Organizational Learning Extreme Performance Experience: The Impact of
Success and Recovery Experience. Organization Science, 20(6), 958-978.
Kumar, N., Scheer, L., & Kotler, P. (2000). From market driven to market driving. European Management Journal,
18(2), 129–142.
Lawless, M. W., & Fisher, R. (1990). Sources of durable competitive advantage in new products. Journal of Product
Innovation Management, 7, 35-44.
Leiponen, A. (2012). The benefits of R & D and breadth in innovation strategies: a comparison of Finnish service and
manufacturing firms. Industrial and Corporate Change, 21(5), 1255-128.
Neter, J., Wasserman, W., & Kutner, M. (1985). Applied Linear Statistical Models. Homewood, Illinois: Irwin.
Nicolau, Juan L. (2005). Valuing the business environment on daily basis. European Journal of Operational Research,
164, 217-224.
Nunnally, J. C., & Bernstein, I. H. (1994). Validity. psychometric theory, 99-132.
Pansuppawatt, P., & Ussahawanitchakit, P. (2011). Strategic organizational creativity of medical and cosmetic
businesses in Thailand: An empirical investigation of the antecedents and consequences. International Journal of
Strategic Management, 11(2), 1-25.
Penrose, E. T. (1959). The Theory of the Growth of the Firm. New York: John Wiley.
Prahalad, C. K., & Ramaswamy, V. (2004). Co-Creation experiences: The next practice in value creation. Journal of
Interactive Marketing, 18(3), 5-14.
Roberts, P.W., & McEvily, S. (2005). Product-Line expansion and resource cannibalization. Journal of Economic
Behavior & Organization, 57, 49-70.
Santamaría, L., Nieto, M. J., & Miles, I. (2012). Service innovation in manufacturing firms: Evidence from Spain.
Technovation, 32(2), 144-155.
Santos-ViJande, M.L., Sanzo-Pérez, M.J.,Àlvarez-González, L.I., & VázquezCasielles R. (2005). Organizational
learning and market orientation: interface and effects on performance. Industrial Marketing Management,
43, 187-202.
Trainor, T .E., Brazil, D. M., & Lindberg, T. (2008). Building knowledge from organizational experience: approaches
and learned from US army base camp workshops. Engineering Management Journal, 20(2), 37-45.
Teirlinck, P., & Spithoven, A. (2013). Formal R&D management and strategic decision making in small firms in
knowledge-intensive business services. R & D Management, 43(1), 37-51.
Venkatraman, N., & Camillus, J. C. (1984). Exploring the concept of "Fit" in strategic management. Academy of
Management Review, 9(3), 513-525.
Vos, A. H. (2010). Service Innovation: Managing Innovation from Idea Generation to Innovative Offer. M.B.A. Thesis,
University of Twente, 1-9.
Wiley & Sons.
Aragón-Correa, J. A., García-Morales, V. J., & Cordón-Pozo, E. (2007). Leadership and organizational learning's role on
innovation and performance: Lessons from Spain. Industrial marketing management, 36(3), 349-359.
Armstrong, J. S. and Overton, T. S. (1977). Estimating nonresponse bias in mail surveys. Journal of Marketing
Research, 14(3), 396-402.
Arora, A., Arunachalam, V. S., Asundi, J., & Fernandes. R. (2001). The Indian software services industry. Research
Policy, 30(8), 1267-1287.
Atuahene-Gima, K. and Murray J. (2004). Antecedents and outcomes of marketing strategy comprehensiveness.
Journal of Marketing, 68(4), 33-46.
Barney, J. (1991). Firm resources and sustained competitive advantage. Journal Management, 17, 99 – 120.
Boyd, B. K., & Fulk, J. (1996). Executive scanning and perceived uncertainty: a multidimensional model. Journal of
Management, 22(1), 1-21.
Cho, K. R., & Padmanabhan, P. (2005). Revisiting the role of cultural distance in MNC’s foreign ownership mode
choice: The moderating effect of experience attributes. International Business Review, 14(3), 307– 324.
Chow, I. H. S., Lo, T. W. C., Sha, Z., & Hong, J. (2006). The impact of developmental experience, empowerment,
and organizational support on catering service staff performance. International Journal of Hospitality
Management, 25(3), 478-495.
Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. Psychometrika, 16,297–334.
Daugherty, P. J., Chen, H., & Ferrin, B. G. (2011). Organizational structure and logistics service innovation. The
International Journal of Logistics Management, 22(1), 26-51.
Drazin, R., & Van de Ven, A. (1985). Alternative forms of fit in contingent theory. Administrative Science Quality, 30,
514-539.
Eisenhardt, K.M., & Bhatia, M.M. (2000). Organizational complexity and computation. In Companion to
Organizations, Baum JAC (ed.).Blackwell: Oxford, UK.
Espedal, B. (2006). Do organizational routines change as experience changes?. The Journal of Applied Behavioral
Science, 42(4), 468-490.
Fiol, C., & Lyles, M. (1985). Organizational Learning. Academic Management.
Fuller, J. (2010). Refining virtual co-creation from a consumer perspective. California Management Review,
98, 122–130.
Goldstein, S.M., Johnston, R., Duffy, J., & Rao, J. (2002). The service concept: the missing link in service design
research?, Journal of Operations Management, 20, 121–134.
Griffith, D. A., Stephanie, N., & Qimei, C. (2006). The performance implications of entrepreneurial proclivity: a
dynamic capabilities approach. Journal of Retailing, 82(1), 51-62.
Hertog, P., Aa, W., Jong, M.W. (2010). Capabilities for managing service innovation: towards a conceptual framework.
Journal of Service Management, 21(4), 490-514.
Hills, S. B., & Sarin, S. (2003). From market driven to market driving: An alternate paradigm for marketing in high
technology industries. Journal of Marketing Theory and Practice, 11(3), 13-25.
Hipp, C., & Grupp, H. (2005). Innovation in the service sector: the demand for service-specific innovation measurement
concepts and typologies. Research Policy, 34(4), 517–535.
Jaworski, B., Kohli, A. K., & Sahay, A. (2000). Market Driven Versus Driving Markets. Academy of Marketing Science,
28(1), 45-54.
Kale, P., & Singh, H. (2007). Building firm capabilities through learning: the role of the alliance learning process in
alliance capability and firm-level alliance success. Strategic Management Journal, 28, 981–1000.
Kim, J.-Y., Kim, J.-Y., & Miner, A.S. (2009). Organizational Learning Extreme Performance Experience: The Impact of
Success and Recovery Experience. Organization Science, 20(6), 958-978.
Kumar, N., Scheer, L., & Kotler, P. (2000). From market driven to market driving. European Management Journal,
18(2), 129–142.
Lawless, M. W., & Fisher, R. (1990). Sources of durable competitive advantage in new products. Journal of Product
Innovation Management, 7, 35-44.
Leiponen, A. (2012). The benefits of R & D and breadth in innovation strategies: a comparison of Finnish service and
manufacturing firms. Industrial and Corporate Change, 21(5), 1255-128.
Neter, J., Wasserman, W., & Kutner, M. (1985). Applied Linear Statistical Models. Homewood, Illinois: Irwin.
Nicolau, Juan L. (2005). Valuing the business environment on daily basis. European Journal of Operational Research,
164, 217-224.
Nunnally, J. C., & Bernstein, I. H. (1994). Validity. psychometric theory, 99-132.
Pansuppawatt, P., & Ussahawanitchakit, P. (2011). Strategic organizational creativity of medical and cosmetic
businesses in Thailand: An empirical investigation of the antecedents and consequences. International Journal of
Strategic Management, 11(2), 1-25.
Penrose, E. T. (1959). The Theory of the Growth of the Firm. New York: John Wiley.
Prahalad, C. K., & Ramaswamy, V. (2004). Co-Creation experiences: The next practice in value creation. Journal of
Interactive Marketing, 18(3), 5-14.
Roberts, P.W., & McEvily, S. (2005). Product-Line expansion and resource cannibalization. Journal of Economic
Behavior & Organization, 57, 49-70.
Santamaría, L., Nieto, M. J., & Miles, I. (2012). Service innovation in manufacturing firms: Evidence from Spain.
Technovation, 32(2), 144-155.
Santos-ViJande, M.L., Sanzo-Pérez, M.J.,Àlvarez-González, L.I., & VázquezCasielles R. (2005). Organizational
learning and market orientation: interface and effects on performance. Industrial Marketing Management,
43, 187-202.
Trainor, T .E., Brazil, D. M., & Lindberg, T. (2008). Building knowledge from organizational experience: approaches
and learned from US army base camp workshops. Engineering Management Journal, 20(2), 37-45.
Teirlinck, P., & Spithoven, A. (2013). Formal R&D management and strategic decision making in small firms in
knowledge-intensive business services. R & D Management, 43(1), 37-51.
Venkatraman, N., & Camillus, J. C. (1984). Exploring the concept of "Fit" in strategic management. Academy of
Management Review, 9(3), 513-525.
Vos, A. H. (2010). Service Innovation: Managing Innovation from Idea Generation to Innovative Offer. M.B.A. Thesis,
University of Twente, 1-9.
