Antecendent of service innovation behavior among hoteliers in Johor Bahru

Abstract

The hotel today faces the disruptive impact of competition, promptly changing customers demand, and faster pace of revolution in technologies. Without innovation, companies are unable to survive competition, but there is always a balance between the need for change and the need for efficient processes built upon years of practice. As a matter of fact, it is difficult for the hotel industry to maintain their competitiveness, promptly changing customers demand, and faster pace o f revolution in technologies. And to do so, hotel industry must consider the dynamism in the service innovation behavior that three societal-culture factors, individualism, power distance and long term orientation are adopted because of their relationship with innovation and customer oriented value systems as well as nationally as fast as possible that will raise the efficiency among professional in the hotel industry. To develop this model, a paperbased questionnaire was used. A total 168 responses were collected among professional in the hotel industry. Analyses were performed to the data such as Descriptive and correlation analysis, exploratory factor analysis, and multiple regression analysis. This study found that, customer orientation, individualistic, power distance, and long term orientation were significantly influenced a service innovation behavior among professional in the hotel industry. In addition, this study found that service innovation behavior is a strong predictor among professional in the hotel industry. Based on findings of this study, implication of this study is classified into academic research and field practices. For academic implication, the historical contributions on the theory of three societal-culture factors, individualism, power distance and long term orientation are adopted because of their relationship with innovation and customer oriented value system in explaining the relationship between an employees and their behavior in the information system context. On the other hand, the practical implications of this study recommend and believe how cultural dimensions of country and company affect employee receptivity to new ideas and willingness to change in the hotel industry. In the end. future research is recommended with respect to the limitation of the study.