External Environment, Service Orientation And Firm Performance

Since the21st century, with the sustained and rapid development of our country’s tourism economic, the proportion of tourism industry in the national economy is trending to rise. Yanbian,as the key development region of tourism resources in Jilin province, is rich in tourism resources, and its tourism industry has developed rapidly, the number of travel agencies, hotels and other tourist firms is increasing. Tourism has become a pillar industry of the economic development in Yanbian. The tourism firms in Yanbian have made great achievements, but at the same time, there are many problems that can’t be ignored. First of all, China’s first "Tourism Law" formally took effect in October2013, which has made clear legal provisions for the price of the tour groups and related items, so the travel agencies can’t use the price strategy to maintain its survival and development; Secondly, with the improvement of living conditions, the demands and preferences of tourists for tourism products are also changing. But most of Yanbian’s tourism products and tourism routes,are built around the Changbai Mountain and border tourism. Tourism routes are too single, and tourist products are serious homogeneity. All of these make the development of Yanbian’s tourism firms difficult. In response to the turbulence in the market environment, and standing out from the fierce competition, many tourism firms in Yanbian have start to attach great importance to the quality of service and set up the service orientation, which is based on the customer requirements. And they are trying to improve the customer satisfaction and firm performance by providing excellent service to customers. Based on the above background, the study on the relationships among organization external environment, service orientation, and firm performance has a very important practical significance.Based on the organizational service orientation of tourism firms, through a large number of literature review and interviews with part of the tourism firm managers, the author constructs the research model in this paper, so as to explore the connotation, antecedents and results of the organizational service orientation, the impacts that organization external environment (market turbulence, intensity of competition) has on the organizational service orientation, the relationship between organizational service orientation and firm performance, as well as the adjustment of this relationship by marketing ability (marketing communication, marketing planning). Then we investigate187tourism firms in Yanbian by questionnaire survey and get158valid data. And analyze these data by using SPSS17.0software, in order to verify the research model and hypothesis in this article.The results show that the market turbulence in organization external environment has significant positive influence on service orientation, and the intensity of competition has no significant influence on service orientation. Service orientation and marketing capability (marketing communication, marketing planning) both have significant positive effects on firm performance, but the positive regulatory role of marketing capability to the relationship between service orientation and firm performance has not been verified. Finally, we draw a conclusion, have a summary of the article research contributions, point out the limitation of the study, and provide suggestions for future research direction.