SERVICE COLLABORATION CAPABILITY, SERVICE CREATIVITY, AND SERVICE PERFORMANCE: EVIDENCE FROM HOTEL BUSINESSES IN THAILAND

ABSTRACT The purpose of this study is to examine the relationships between service collaboration capability on service performance through the mediating influences of service innovation, service creativity, and new service development. It also proves four dimensions of service collaboration capability as collaborative mindset, international learning, complementary resources combination, and network operation. Moreover, this study examines the moderating effects of service learning. The model is tested using data collected from mail survey questionnaires of 338 hotel businesses in Thailand. The results indicate that some dimensions of service collaborative capability, and service innovation, service creativity, new service development, and service performance are positively significant. Additionally, the potential discussion with the results is implemented in the study. Theoretical and managerial contributions are presented. The conclusion, suggestions, and directions for future research are highlighted. Keywords Service Collaboration Capability, Service Innovation, Service Creativity, New Service Development, Service Performance, Marketing Leadership, Inter-firm Relationship Experience, Proactive Marketing Culture, Marketing Complexity, Service Learning