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Pattarika Chinchang


The purpose of this study was to test the effects of service innovation capability, new service development, customer value creation, and business competitiveness on sustainable organization performance of hotel business in Thailand. A survey questionnaire was used to collect data from 357 executives of the hotel business in Thailand. The statistical procedure used in hypothesis testing was the multiple regression analysis. The findings revealed that service innovation capability had positive influence on new service development. Service innovation capability had positive influence on customer value creation. New service development had positive influence on business competitiveness. Customer value creation had positive influence on business competitiveness. Moreover, the findings also showed that business competitiveness had positive influence on sustainable organization performance. The results from this research indicate that executives of hotel business in Thailand can use results as guidelines for setting service innovation capability, new service development, and customer value creation in order to respond to the needs of their customers at the highest level. This will lead to business competitiveness and then lead to sustainable organization performance in the future.



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