Market Orientation and Organizational Transformation as Supporting Factors for Service Maturity and Performance Moderated by Terminal Type

Objective: This study aims to examine, analyze, and explain how terminal types moderate the influence of market orientation and organizational transformation on service maturity and performance. Methodology: This research adopts a quantitative approach with a population of 167 shipping companies. Data were collected through a survey using questionnaires and analyzed using descriptive statistics and Structural Equation Modeling (SEM). Findings: The study reveals that the terminal type variable does not moderate the influence of market orientation on service maturity. However, market orientation has a direct positive effect on service maturity, indicating that this relationship is not dependent on the terminal type. Conversely, terminal type moderates the influence of organizational transformation on service maturity, with organizational transformation also having a direct positive effect on service maturity. These findings suggest that terminal type can impact the effectiveness of organizational transformation in enhancing service maturity, aligning with the specific needs of each terminal type. Novelty: The novelty of this research lies in uncovering the role of terminal types in moderating the influence of organizational transformation and market orientation on service maturity and performance.