To read this content please select one of the options below:

The role of organizational resilience in SME service innovation and value cocreation

Evelyn Lopez (Department of Business, Tourism and Entrepreneurship, Universidad Ana G. Mendez Recinto de Gurabo, Gurabo, Puerto Rico)
Jose A. Flecha-Ortiz (Department of Business, Tourism and Entrepreneurship, Universidad Ana G. Mendez Recinto de Gurabo, Gurabo, Puerto Rico)
Maria Santos-Corrada (School of Graduate of Business Administration, Universidad de Puerto Rico Recinto de Rio Piedras, Arecibo, Puerto Rico)
Virgin Dones (Department of Business, Tourism and Entrepreneurship, Universidad Ana G. Mendez Recinto de Gurabo, Gurabo, Puerto Rico)

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 20 March 2024

Issue publication date: 25 April 2024

493

Abstract

Purpose

The COVID-19 pandemic has significantly affected service small- and medium-sized enterprises (SMEs), increasing the importance of understanding how these businesses can become more resilient and how service innovation can be an effective strategy to increase their adaptive capacity and survival. This study aims to examine the role of dynamic capabilities in service innovation as a factor explaining the resilience of SMEs in Puerto Rico and the Dominican Republic during the COVID-19 crisis and its impact on service innovation. Additionally, the authors assess whether service innovation has a significant impact on value cocreation in these businesses.

Design/methodology/approach

This study used a quantitative method by surveying 118 SME owners in Puerto Rico and the Dominican Republic. The data were analyzed using partial least-squares structural equation modeling.

Findings

The results reflect important theoretical contributions by analyzing resilience from an innovation perspective instead of a retrospective approach, which is an area that has not been analyzed in the literature. Additionally, theoretical contributions to marketing services in SMEs are discussed, which is an underresearched topic. The results advance by discussing the role of service innovation through the reconfiguration of resources and how this can be an effective strategy to increase value cocreation with customers during crises.

Originality/value

This study is original in that it analyzes resilience from the perspective of innovation, and not from a retrospective approach. It offers a vision in response to the need for studies that provide a clearer conceptualization of resilience in small businesses. This highlights the importance of considering regional differences and service innovation as effective strategies to enhance resilience and value cocreation with customers.

Keywords

Citation

Lopez, E., Flecha-Ortiz, J.A., Santos-Corrada, M. and Dones, V. (2024), "The role of organizational resilience in SME service innovation and value cocreation", Journal of Services Marketing, Vol. 38 No. 4, pp. 443-459. https://doi.org/10.1108/JSM-03-2023-0081

Publisher

:

Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

Related articles