The Effects of New Service Development Antecedents On New Service Performance: A Research On E-Commerce Businesses

Abstract

Purpose: The purpose of this dissertation is to determine the dimensions of e-commerce businesses in service innovation and to reveal the effects of these dimensions on new service performance, along with the effects of new service accomplishment on the marketing performance of e-commerce businesses. Method: The research was conducted between June 18, 2020 - September 20, 2020. The convenience sampling method was used in the study. The data collected from the research conducted on e-commerce companies were analyzed by Structural Equation Modeling (SEM). Findings: According to the results of the analysis, it has been found that the exogenous variables of strategic investment, service innovation experience, information technology experience, and competitive environment have a significant and positive impact on the new service performance of e-commerce businesses. However, exogenous variables of risk tolerance, collaboration, and consumer demand did not substantially affect the service innovation performance of e-commerce businesses. In addition, as a result of the analysis, service innovation performance on marketing performance has also been found to have a significant and positive impact. Discussion: It can be stated that it is essential for e-commerce businesses to gain experience in service innovations, to analyze the competitive environment correctly, and focus on information technologies and their strategic investments in service innovations.