The effects of market orientation and service innovation on service industry performance: An empirical study

[[abstract]]This study examines how market orientation affects a firm’s service innovation and consequently, the firm’s market and financial performance. The findings indicate that if a firm uses customer orientation, the firm is more likely to adopt incremental service innovation, while if a firm uses competitor orientation, the firm is more likely to adopt radical service innovation. Finally, incremental and radical service innovations lead to greater market performance and in turn, better financial performance