ROLE OF SERVICE INI\OVATION TN THE EFFECTS OF KNOWLEDGE CREATION ON MARKETING PERFORMANCE OF RESTAURANTS INDUSTRY IN RATHNAPURA DISTRICT

Abstract

The purpose of this study is to investigate how service innovation mediates the relationship between knowledge creation and marketing performance in the restaurant industry. The study takes a quantitative research approach. Data were collected from 312 respondents in restaurants in Rathnapura district, Sri Lanka. The primary data is the main source of information used in this study. Data was collected through a well-structured online and physical questionnaire. Other information was collected through web sites, books, articles, journals, and desk research. The convenience sampling technique is used as a sampling method. The questionnaire consisted of five-point Likert scale questions to analyze the relationship between the variables. 'I've infuriation obtainable teem the' structures lectionaries as anal-yield using SPSS 22.0. Consequently, the data were anall'zed usiug descriptive statistics" univariate anal,vsis, bivariatc analysis, sinrplr and nrultipie regression analysis" ancl medialiolr analysis. The results of the stud,v indicate tliat there is a strong positive relationship het\.veen knotvledge .t'g31ioi1, service imovation, ancl marketing perfbnnance. MoLeover, serl'ice irinovation has a positirre and significant effect on marketing perlbrmance. F-urthemrore, the stucl_v findings revealed that service innovation rnediates the relationship bet\.veen ltnorvleclgc' creation and the nrarketing pel{ornrance cllrestauraitts" Based on the results, it rvas recolmnended that rnanagement inr;est in the creation o1' knowleclge, as this r.vill drive innovation in the organization and subsequently lead tc higlier niarketing perfonnance. l-he resuh indisated that a restaurant can acl'iieve a higher level ol' mar:keting perfbrmance b.v using scrvicc innovation. because service innovation positively irnpacts knorvleclge cleation and marketing pellbrnrance.