Organizational Factors Effecting Strategic Service Productivity and Performance Efficiency of Tourism Business in Thailand

Abstract

The primary objectives of the present study were 1) to investigate the effects of organizational factors, such as, customer orientation, competition orientation, technology orientation, innovativeness, and cultural awareness on strategic service productivity and performance; and 2) to study the impact of strategic service productivity, including, process improvement, new service development, quality control operation, service skill development, and financial management that effect on performance. Data were collected from 113 travel agency firms in Thailand through a questionnaire and analyzed using multiple regression.The results indicate that technology orientation plays an influential role on strategic service productivity and cultural awareness with significant positive effects on both, strategic service productivity and performance. Moreover, innovativeness is found to have positive effects on performance.