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Service innovation scales \nare services modification, new-to-the company service, new-to-the-market service, new \ndelivery processes and service line extension. Organizational performance can be measured by \ncustomer loyalty, sales growth, operating profit and return on assets and equity. In this study, \nthe primary data are collected from 30 architectural firms, which are members of Myanmar \nArchitect Council (MAC). Simple random sampling method is applied to select the 30 from \n148 members of 2022 record of MAC. The online survey is conducted with the structured \nquestionnaire. From multiple linear regression analysis, it is found that the service innovation \nis influencing as the moderator on the relationship between the organizational learning and \norganizational performance generally. The service innovation moderator: service modification \nhas the negative effect on the relationship between organizational memory and customer \nloyalty, and on the relationship between organizational memory and return on assets and \nequity. It has also positive moderating effect on the relationship between knowledge \ndistribution and sales growth, and on the relationship between organizational memory and sales \ngrowth. The moderator: new-to-the-company service has the negative effect on the relationship \nbetween organizational memory and customer loyalty, on the relationship between knowledge \ndistribution and operating profit, and on the relationship between knowledge distribution and \nreturn of the assets and equity. The moderator: new-to-the-market service has the positive \neffect on the relationship between knowledge distribution and operating profit. The moderator: \nnew delivery processes has the positive moderating effect on the relationship between the \norganizational memory and sales growth, and on the relationship between organizational \nmemory and operating profit. The moderator: service line extension has the negative \nmoderation effect on the relationship between organizational memory and customer loyalty. It \nhas also positive moderating effect on the relationship between knowledge interpretation and \noperating profit."}]}, "item_1583103120197": {"attribute_name": "Files", "attribute_type": "file", "attribute_value_mlt": [{"accessrole": "open_access", "date": [{"dateType": "Available", "dateValue": "2022-07-10"}], "displaytype": "preview", "download_preview_message": "", "file_order": 0, "filename": "Ohnmar Tin Latt _ EMBA II 31, 17th. 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The Effect of Organizational Learning and Service Innovation on Organizational Performance of Architectural Firms in Myanmar(Ohnmar Tin Latt , 2022)
https://meral.edu.mm/records/8225
https://meral.edu.mm/records/8225f6621ff1-97c8-4fe4-aef0-1628eea19f78
f36b5868-b8ee-4905-a168-ca616ff89bfe
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Title | The Effect of Organizational Learning and Service Innovation on Organizational Performance of Architectural Firms in Myanmar(Ohnmar Tin Latt , 2022) | |||||
Language | en | |||||
Publication date | 2022-04-01 | |||||
Authors | ||||||
Ohnmar Tin Latt | ||||||
Description | ||||||
The main objective of the study is to analyze the moderating effect of service innovation on the relationship between organizational learning and organizational performance. Organizational learning has four elements such as knowledge acquisition, knowledge distribution, knowledge interpretation and organizational memory. Service innovation scales are services modification, new-to-the company service, new-to-the-market service, new delivery processes and service line extension. Organizational performance can be measured by customer loyalty, sales growth, operating profit and return on assets and equity. In this study, the primary data are collected from 30 architectural firms, which are members of Myanmar Architect Council (MAC). Simple random sampling method is applied to select the 30 from 148 members of 2022 record of MAC. The online survey is conducted with the structured questionnaire. From multiple linear regression analysis, it is found that the service innovation is influencing as the moderator on the relationship between the organizational learning and organizational performance generally. The service innovation moderator: service modification has the negative effect on the relationship between organizational memory and customer loyalty, and on the relationship between organizational memory and return on assets and equity. It has also positive moderating effect on the relationship between knowledge distribution and sales growth, and on the relationship between organizational memory and sales growth. The moderator: new-to-the-company service has the negative effect on the relationship between organizational memory and customer loyalty, on the relationship between knowledge distribution and operating profit, and on the relationship between knowledge distribution and return of the assets and equity. The moderator: new-to-the-market service has the positive effect on the relationship between knowledge distribution and operating profit. The moderator: new delivery processes has the positive moderating effect on the relationship between the organizational memory and sales growth, and on the relationship between organizational memory and operating profit. The moderator: service line extension has the negative moderation effect on the relationship between organizational memory and customer loyalty. It has also positive moderating effect on the relationship between knowledge interpretation and operating profit. |
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Thesis/dissertations | ||||||
Yangon University of Economics | ||||||
Dr. Myint Myint Kyi |