مدلسازي تاثير جهت گيري كارآفريني، قابليت يادگيري سازماني ، نوآوري باز خدمات و قابليت هاي پويا در عملكرد سازماني (مطالعه موردي: شركت شايان گستر ايساتيس تهران)

Model of the impact of entrepreneurship orientation, organizational learning capability, open service innovation and Dynamic capabilities in organizational performance, (Case Study Shayan Gostar Isatis Tehran Company)

با بالا گرفتن شدت رقابت در بازار و افزايش خواسته ها و انتظارات مشتريان، شركت هاي خدماتي به طور فزاينده اي نوآوري باز خدمات را به عنوان يك راهنماي رقابتي براي افـزايش جذب مشتري، افزايش درآمـد و سـودآوري، كسب فرصـت هاي جديـد در بـازار و بهبـود وفـاداري مشـتريان بـكـار گرفته انـد. اين پژوهش به مدلسازي نقش جهت گيري كارآفريني، قابليت يادگيري سازماني، نوآوري باز خدمات و قابليت هاي پويا در عملكرد سازماني در شركت شايان گستر ايساتيس تهران مي پردازد. جامعه آماري مورد مطالعه شامل تمام متخصصان و كارشناسان شركت شايان گستر ايساتيس تهران مي‌باشد كه تعداد حجم نمونه با استفاده از فرمول كوكران 220 نفر تخمين زده مي شود. در اين مطالعه از نرم افزار PLS و SPSSجهت مدل سازي معادلات ساختاري استفاده مي شود. نتايج تجزيه و تحليل ها نشان مي دهد كه با بيش از 95 درصد اطمينان، جهت گيري كارآفريني، نوآوري باز خدماتي، يادگيري سازماني، قابليت هاي پويا بر عملكرد سازماني به صورت مستقيم تاثير مثبت و معنادار دارد. همچنين نتايج نشان داد كه نوآوري باز خدماتي و قابليت هاي يادگيري سازماني در رابطه بين جهت گيري كارآفريني و عملكرد سازماني اثر ميانجي گري دارند.

As the intensity of competition in the market increases and the demands and expectations of customers increase, service companies increasingly use open service innovation as a competitive guide to increase customer attraction, increase income and profitability, and gain new opportunities in They have used the market and the improvement of customer loyalty. This research deals with modeling the role of entrepreneurial orientation, organizational learning ability, open service innovation and dynamic capabilities in organizational performance in Tehran s Shayan Gostar Isatis Company. The results of this research will help organizations to take the necessary measures to keep them in the market. In terms of the nature of the research, this research is part of descriptive research and in terms of purpose, it is part of applied research. The statistical population studied in this research includes all the specialists and experts of Shayan Gostar Isatis Company in Tehran, and the sample size is estimated to be 220 people using Cochran s formula. In order to summarize and analyze information from the research tool, which is a questionnaire, descriptive statistics indicators are used. In order to check and confirm or reject research hypotheses, inferential statistics methods such as correlation are used. In this study, PLS and SPSS software are used to model structural equations. The results of PLS analyzes show that with more than 95% certainty, entrepreneurial orientation, open service innovation, organizational learning, and dynamic capabilities have a direct positive effect on organizational performance. Also, the results showed that open service innovation and organizational learning capabilities have a mediating effect on the relationship between entrepreneurial orientation and organizational performance.