Investigation the Relationship Between Strategic Orientation and Operational Performance in the Sudanese Service Firms
This study aims to examines the relationship between different dimensions of strategic orientation (market, service and learning) and operational performance constructs (flexibility, quality and cost) in the service sector in the Sudan, the study employed the quantitative methods via convenience sampling and self-administrated survey questionnaires were sent to 161 managers of service firms in Sudan response rate of 93 percent. Data from the study were collected analyzed using descriptive statistics, person correlation and path analysis through using (SPSS V. 23), (AMOS V. 25) in Structural Equation Modeling demonstrates some empirical supports to the model of this study. The Results of this study show that a partially significance between strategic orientation and operational performance in the Sudanese services firms. Market orientation and service orientation are a positively relationship with operational performance, while, the learning orientation not positive relationship with operational performance dimension. This study focuses only on the service sector. Also the data were only collected from single respondents in an organization. However, being the first study to explore the dimensions of strategic orientation and how those dimensions relate to operational performance efficiency, the study shapes the pathway for future research.
Strategic Orientation, Market Orientation, Service Orientation, Learning Orientation, Operational Performance
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