Investigating the Impact of Orientation To Process Innovation and Behavioral Innovation on Improving Performance of Service Organization
Keywords:
Process innovation, Behavioral innovation, Organization performance, Tejarat banksAbstract
Aim: Innovation is not only a process in today's business environment, but it is a set of innovative components that include sustainable environmental needs, production process needs, industry and market changes, and demographic composition. Several surveys conducted in recent years suggest that the significance of innovation in the business model is increasing. This study investigates the effect of the orientation to process and behavioral innovation on improving the performance of service organizations. Methodology: The present study is descriptive-analytical in terms of method and applied in terms of aim. It is also a survey type in terms of the data collection method. A standard questionnaire was used to collect information. Then, descriptive and inferential statistics and partial least squares (PLS) methods, and structural equation modeling were used in Smart-PLS software. Results: The results revealed that the orientation to process innovation affects organizational performance. Also, the orientation to behavioral innovation significantly affects organizational performance. Conclusion: The study and analysis of the characteristics and indicators of the present study suggest that the orientation to innovation in organizations is one of the issues leading to the growth and development of information and communication technology, the expansion and complexity of organizations, gaining market share, and competitive advantage.
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