Research On The Evolution Mechanism Of Service Innovation Ability Of Online Travel Agency Under Interaction Orientation

Under the background of diversified and personalized demands of online tourism market,the interaction between customers and online tourism enterprises is becoming more and more frequent,which brings challenges to the service innovation of online travel agencies.The traditional way of service innovation under the guidance of enterprises is no longer applicable.Online travel agencies need to accumulate customer demand knowledge through interaction with individual customers,and then make their service innovation decisions,that is,to carry out their service innovation under the guidance of interaction orientation.Although some literatures have shown that the implementation of interaction orientation will positively affect the service innovation ability,but the specific mechanism has not been clarified in depth,and there is no literature to explore how online travel agencies should implement interaction orientation to achieve the evolution of service innovation ability.In fact,in order to achieve customer needs,service innovation often involves the adjustment and dismantling of existing resources,as well as the acquisition and utilization of new resources,especially for online travel agencies.The above resource management measures belong to the research scope of resource orchestration,which implies that interaction orientation may guide enterprises to arrange resources.In addition,some researches have shown that the construction and evolution of service innovation ability of enterprises cannot be separated from resource orchestration.It can be seen that the perspective of resource orchestration is helpful to open the "dark box" between interaction orientation and service innovation ability.Therefore,based on the perspective of resource orchestration,this paper constructs a research framework of " interaction orientation--resource orchestration--service innovation capability" on the basis of theoretical review.Through the case study of Ctrip,it is found that:(1)The implementation of interaction orientation of online travel agency includes two categories: responsive interaction and leading interaction.The former includes two dimensions: customer perception evaluation and customer problem response;the latter includes three dimensions: customer authorization,customer value management and supplier authorization.(2)Under the interaction orientation,the service innovation capability of online travel agency presents the evolution path of "gradual service innovation capability ? renewal service innovation capability ? regenerative service innovation capability".(3)The evolution mechanism is as follows: under the guidance of responsive interaction,enterprises mainly accumulate explicit customer demand knowledge,so they are more inclined to carry out utilization resource orchestration,which will promote gradual service innovation capability to evolve into renewal service innovation capability;under the guidance of leading interaction,enterprises are more inclined to carry out exploratory resource orchestration,which will promote renewal service innovation capability to evolve into regenerative service innovation capability.Theoretically,these research results deepen the research on the implementation of interaction orientation and also open the black box of the mechanism of interaction orientation on service innovation capability.Practically,it provides a useful reference for online travel agencies to effectively identify customer needs and improve service innovation capability.