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IJSTR >> Volume 9 - Issue 4, April 2020 Edition

International Journal of Scientific & Technology Research  
International Journal of Scientific & Technology Research

Website: http://www.ijstr.org

ISSN 2277-8616

Exploring Moderation In Service Dominant Logic-Service Innovation Relationship In Tourism Sector-A PLS Analysis

[Full Text]



Rachita Sambyal, Amandeep Singh Marwaha, Anupreet Kaur Mavi



JKTDC, Moderation Analysis, Partial Least Square, Service Dominant Logic, Service Ecosystems, Service Innovation, Tourism,



Service dominant logic conceptualizes the complex interaction and interdependences among the actors involved in the service creation process to deliver value to the end customer. The paper explores the strength of relationship between the foundational premises of SDL & Service Innovation along with the moderating effect of the connectivity, network ubiquity, open standards and specialization on their relationship in the hotel industry. Data for the study was collected from 96 managers of Jammu and Kashmir Tourism Development Corporation. Output from SmartPLS3 showed that developmental and empowered interaction capability has the strongest relationship with the SDL whereas the connectivity and network ubiquity had the strongest moderating effect leading the service innovation. The study suggested periodic in house management development programmes, qualification improvement, collaboration with all the local stakeholders (government and private) , rewarding employee for bringing innovative ideas and free flow of the information among all the stakeholders will help the tourism and hospitality organizations to increase customer traffic and build revisit intention.



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