Konaklama İşletmelerinin Yeni Hizmet Sunumunda Strateji Odaklılık Etkili Mi?

Günümüzde işletmeler için en önemli amaçlardan biri, sürdürülebilir bir rekabet gücüne sahip olmaktır. Konaklama işletmeleri için de iç ve dış çevre unsurlarını gözeterek sahip olunan strateji odaklı bakış açısının hizmet yeniliğine yönelik kararlarda etkili olabileceği düşünülmektedir. Bu bakış açısı ile çalışmada Trakya Bölgesi’nde yer alan konaklama işletmelerindeki 137 alt, orta ve üst kademe yöneticinin strateji odaklı bakışının yeni hizmet geliştirme kararlarındaki etkileri incelenmiştir. Çalışma kapsamında nicel araştırma yöntemlerinden yapılandırılmış anket tekniği kullanılmıştır. Anketler, istatistik paket programı ile analiz edilmiştir. Analiz tekniklerinden, spearman korelasyon analizi yanında, basit ve çoklu regresyon analizleri uygulanmıştır. Çalışma sonucunda konaklama işletmelerinin teknoloji ve pazar odaklılıktan oluşan strateji odaklı bakışının, yeni hizmet geliştirme ortamı ve yeni hizmet geliştirme desteği üzerinde olumlu ve anlamlı etkisi olduğu görülmüştür. Alt boyutlar bazında incelendiğinde ise, müşteri odaklılık ve fonksiyonlar arası koordinasyonun yeni hizmet geliştirmenin ortam ve destek boyutu üzerinde olumlu ve anlamlı etkisi görülürken, rakip odaklılığın herhangi bir etkisine rastlanmamıştır

Is Strategic Orientation Effective in the Development of New Services of Accommodation Businesses?

Nowadays, one of the most important objectives for businesses is to have a sustainable competitive power. It is considered that the strategy-oriented perspective, which can be developed by taking into account internal and external environmental elements, may be effective in the decisions regarding service innovation. From this point of view, the study examined the effects of the strategy-oriented views of 137 lower-, mid-, upper-level managers in accommodation businesses in the Thrace Region on the decisions of new service development. Structured questionnaire technique, which is one of the quantitative research methods, was used in the study. The questionnaires were analyzed with statistical package program. Spearman correlation analysis, simple and multiple regression analyzes were applied. As a result of the study, it was seen that the strategy-oriented views of accommodation businesses, which include technology and market orientation, had a positive and significant effect on new service development environment and new service development support. When examined in terms of sub-dimensions, customer orientation and inter-functional coordination had a positive and significant effect on the environment and support dimensions of new service development, but no effect of competitor orientation was found.

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