The effects of new service development antecedents on new service performance: A research on e-commerce businesses

In today's intensely competitive environment, one of the methods that businesses carry out to differentiate themselves, gain new customers and retain existing customers is to develop new services. One of the areas where radical and incremental service innovations have emerged as a result of rapid advances in technology is the e-commerce sector. The purpose of this dissertation is to determine the dimensions of e-commerce businesses in service innovation and to reveal the effects of these dimensions on new service performance, along with the effects of new service accomplishment on the marketing performance of e-commerce businesses. The data collected from the research conducted on e-commerce companies were analyzed by Structural Equation Modeling (SEM). According to the results of the analysis, it has been found that the exogenous variables of strategic investment, service innovation experience, information technology experience and competitive environment have a significant and positive effect on the new service performance of e-commerce businesses. However, exogenous variables of risk tolerance, collaboration and consumer demand did not have a significant effect on the service innovation performance of e-commerce businesses. In addition, as a result of the analysis, service innovation performance on marketing performance has also been found to have a significant and positive effect. In line with these results, it can be stated that it is very important for e-commerce businesses to gain experience in service innovations, to analyze the competitive environment correctly and focus on information technologies and their strategic investments in service innovations. Key Words: New Service Development, Servis Innovation, E-commerce, Marketing Performance, Structural Equation Model