Dynamic Service Innovation Strategy and  Firm Profitability: Empirical Evidence from  Hotel Businesses in Thailand

Sasichai  Pimpan; Prathanporn  Jhundra-indra; Saranya  Raksong

Sasichai Pimpan Mahasarakham University, Thailand
Prathanporn Jhundra-indra Mahasarakham University, Thailand
Saranya Raksong Mahasarakham University, Thailand

Keywords: Dynamic Service Innovation Strategy, Service Excellence, Service Advantage, Customer Fulfillment, Service Performance, Firm Profitability

Abstract

This research aimed to study the relationship between dynamic service innovation strategy and firm profitability of hotels businesses in Thailand. Data were collected from 289 hotel business in Thailand by using questionnaire mail survey. Hypothesized relationships among constructs were examined by regression analysis. The results indicate that customized service concentration is the most important dimension of dynamic service innovation strategy affecting all consequences. The hotels improve their management to cope with the concurrence because of the changing business environment. Hence, business operators must consider how to engage consumers in customized service concentration to be competitive in the industry. Furthermore, managerial and theoretical contributions, suggestions for further research, and a conclusion are provided in details.