The Role of Strategic Service Development on Firm Performance: An Empirical Evidence From Hotel Businesses in Thailand

Multilevel Linking Service Innovation, Service Sweethearting, and Brand Association: The Moderating Role of Sustainable Human Resource Management

“…Therefore, the innovation attributes of the service industry are significantly related to the customer brand association, and incremental service innovation and service advantages will enhance brand performance and customer brand association. The results of this study support empirical studies such as Pansuppawatt et al (2014) and Ruyter and Wetzels (2000). Second, for the hospitality industry, frontline employees represent the brand.…”

“…Empirical study also has proved that the incremental service innovation and development strategy of the hotel business will lead to an increase in corporate performance. Furthermore, incremental service innovation and service advantages will enhance brand performance and brand association (Pansuppawatt et al, 2014). In addition, innovation-related attributes are significantly related and enjoy a mutual extension with service brand association in the service industry (Ruyter & Wetzels, 2000).…”

“…Furthermore, service firms adopting incremental service innovation will improve existing service products, change service processes, and enhance customer brand association (Pansuppawatt et al, 2014). Cheng and Krumwiede (2012) also argued that customer orientation could form the basis for incremental service innovation.…”