The Mediation Model of Learning Organization, Technology Acceptance, and Service Innovation: Accommodation Purchase Managers' Perceptions in Antalya, Turkey: Part II

Purpose: This study aims to analyze the theoretical complexity that underlies purchase managers' perceptions of their ability to take part in the implementation of a new back-office service strategy. Design/methodology/approach: A survey of purchasing department managers in the Antalya (Turkey) region was conducted. The purchasing managers of Antalya's five-star accommodation businesses comprise the research sample. Findings: Within the scope of the study, 205 questionnaires were gathered. Factor analysis, correlation and regression analysis were applied to the obtained data. The learning organization (LO) consists of three factors (organization, group/team and individual), service innovation (SI) consists of two factors (employee innovation behavior and new service development) and technology acceptance (TA) consists of four factors (perceived usefulness, perceived ease of use, facilitating situations and social factors), according to the findings of the factor analysis. According to correlation analysis, LO, SI and TA all have positive and significant relationships. The LO has been observed to play an intermediary function in the relationship between TA and SI as a consequence of the analysis that determines the mediation effect. Originality/value: This study which dealt with the dimensions of SI, TA and LO showed a proposed model which gives a better understanding of how the development of back-office system strategies is affected by LOs.