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company. Despite the importance the innovation of service delivery made by the company, but academic
research investigating this case is still relatively limited. More research is needed to investigating the relationship
between service cultures toward service delivery innovation. Organization that has a strong culture is
believed to be able to adapt to environmental changes. Anticipation of changes in a highly dynamic
environment
conducted with
service delivery
innovation.
2.3 Organizational Performance
Marketers have always wanted to gauge whether business strategies that they execute successful
Homburg
et al
., 2002. Therefore, this study aimed to investigate whether the service delivery innovations
have positive implications on the organizational performance. Performance is measured using a
subjective assessment of the extent to which the employees performance of their business enterprise.
Therefore, the non-financial performance measures are used in this study. Homburg et al. 2002 stated that the
non-finacial performance measurement to measure the effectiveness of marketing is very important for the
organizations. Previous studies have proven that a lot of non-financial performance leads to improvements in
financial performance Rust
et al.
, 1995. Non-financial performance used in this study is
marketing performance, which include: customer satisfaction, image services, corporate reputation,
competitive advantage, and image technology services. In line with the statement by Homburg et al 2002 that
the
non-financial performance
related to
the effectiveness of the marketing activities of an
organization that includes variables such as customer satisfaction, customer loyalty, customer benefits, and
market share Menon dkk, 1996; Morgan dan Piercy, 1996.
The service is value added of the products the company offers
to consumers
Gronroos, 1997.
Public departments that implement a service-oriented business
strategy to obtain various benefits and value added better than they offer. Furthermore, because of the
services rendered by employees to the consumer, personal relationships between them can be awakened.
Therefore,
the public
agency that
runs the
service-oriented business strategy can build long-term relationships with customers Heide dan John, 1990.
Developing a relationship is generally seen as part of the non-financial performance Garbarino dan Johnson,
1999. Through personal contact between employees and customers, the company can also obtain information
from consumers that can be used to increase the benefits granted to consumers Berry dan Parasuraman, 1997.
3. RESEARCH METHOD 3.1 Research Design
This study constitutes a combination between qualitative and quantitative study, which aims to
develop a construct qualitative study and to examine the effect of the relationship between constructs
quantitative study. This study is also performed at a certain time which would describe a phenomenon to
aswer the research question, so this study using
cross sectional
research design Neuman, 2006, pg.36; Cooper and Schindler, 2011, pg.142. Data collection
method using survey as a basis to analyzing and conclude Neuman, 2006, pg.273. Survey technique is
used because appropriate for the research question on self reported belief or behavior Neuman, 2006.
3.2 Sampel Size and Sampling Technique The unit sample in this study was employees of public
sector services in the city of Bengkulu. Researchers do not limit the types of public organizations will be
selected as the research object in this study. As stated by McDermott and Prajogo 2012 using various types of
organizations such as the data sample used in this study can improve the generalization of the results. Opinions
by McDermott and Prajogo 2012 well-founded on the assumption that the data obtained will be varied if using
diverse samples. Researchers chose public service employees as a sample unit with the assumption that the
characteristics of the research constructs used in this study is better measured from the perspective of the
service employees who deal directly with customers because of the complexity of the measurement of
organizational culture if it is measured from the point of view of the consumer or community servicepublic at
large. The sample used in this study was 180 respondents, which is expected to meet the minimum
requirement to minimize the effect of errors, especially for data that is not normal. To answer the purpose of the
study, researchers used a factor analysis and Analysis of Moment Structure Amos as a tool of analysis in this
study.
The data in this study was obtained from sources of primary data and secondary data. Sources of primary
data obtained directly by researchers on various variables that are the focus of research for the specific
purpose of the study will be conducted Sekaran dan Bougie, 2010, h.180. Secondary data in this study was
obtained through the results of a literature review, text books,
publications and
reports from
various departments and agencies. The primary data source
comes from the perception of public service employees in the city of Bengkulu. The primary data source is also
obtained from the results of interviews conducted by the leadership of the company as well as expert opinion.
Data were obtained from them by asking directly willingness to be a participant in this study.
Questionnaires will be done using the enumerator that previously given instructions and directives by
researchers.
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3.3 Method of Data Analysis Data analysis tool used in this study is Exploratory
