Role and Influence of Organization Culture in Driving Innovation in Service Industry

Abstract

This study examines the role of Organizational culture in driving the Organizational newlineInnovation capability in the service sector. The basic premise is understanding newlinewhether Organizational culture, w.r.t employees shared values, beliefs and systems newlinedrive their Innovation Capability. As per its objectives, it examines the dimensions of newlineOrganizational culture and Innovation Capability and the relationship between the newlineOrganizational culture and Innovation capabilities in the context of travel and hotel newlineindustry. newlineAs per Research methodology, it has Descriptive research design. Convenience newlinesampling method was used to collect responses from the employees. The techniques newlineof Exploratory Factor Analysis, Confirmatory Factor Analysis, ANOVA, and newlineMultiple Regression were used in SPSS v25 and AMOS v24 software. newlineThe result reveals that the Organizational culture is explained by the 8 dimensions of newlineOCTAPACE- Openness, Confrontation, Trust, Authenticity, Proaction, Autonomy, newlineCollaboration, and Experimentation. Innovation Capability is affirmed by RandD newlineCapabilities, Resource Allocation Capabilities, Operational Capabilities, Strategic newlinePlanning Capabilities, and Learning Capabilities. Further, results indicate a significant newlinerelationship between Openness, Authenticity, Proaction, Collaboration, and newlineExperimentation with Innovation Capability, in the travel industry. In the hotel newlineindustry, Trust, Collaboration, and Experimentation significantly impact Innovation newlineCapability. Thus, in light of these, suitable recommendations are stated to develop an newlineorganizational culture of innovations therein. newline