The role of marketing innovation in the relationship between dynamic capabilities and service innovation in hotel businesses

Changes in customer needs can threaten existing products or services or create a number of opportunities for new one. In this context, the success of enterprises depends on the ability to develop resources and capabilities and to bring innovations to the market in line with the wishes and needs of customers. On the other hand, overcoming the competition brings a number of challenges. However, with innovative marketing and organizational initiatives, opportunities can be achieved to meet these challenges. In this context, this research was conducted to determine the role of marketing innovation in the impact of dynamic capability on service innovation in hotel enterprises. Designed according to the causal screening model, this research was conducted on 396 hotel managers working in chain hotel businesses. According to the findings obtained in this context, dynamic capabilities in hotel enterprises have positively significant effects on service innovation. However, marketing innovation plays a moderator role in this impact. In addition, marketing innovation has been found to play an mediator role in the impact of dynamic capability on service innovation.