Firms facing the complex and competitive environment is deemed to be more adaptive and innovation in order for maintaining competitive advantages. Specifically, in the manufacturing era of service-oriented, a considerable number of literatures have explained the critical success factors of new services. However, despite the growing role of services in global economies, innovation has mainly been studied in the context of manufacturing rather than innovation behavior in service-oriented firms. Therefore, this study is to examine the influence of service-oriented firms engaged in service innovation efforts and service quality on the service innovation performance. The global economy has gradually become service-oriented economy, firms are also transferred their operation model from traditional manufacturing into service-oriented to improve competitiveness. During the service-oriented economy era, thus, the primary purpose of present study is to explore the effects of service innovation efforts, service quality, market linking capability and environment uncertainty on innovation performance of serviced-oriented firms. By using 170 service-oriented firms as our empirical sample in Taiwan area, the study shows that service innovation efforts and service quality have positive and significantly correlated with service innovation performance. Further, we also show that the moderating effect of environment uncertainty and market linking capability have significantly impact on service innovation performance. This result implies that a service-oriented firm may greatly consider its external environment and market information when employing innovation activities and service quality. Service-oriented firms that also meet environment requirement get a further core competence boost, suggesting that service-oriented firms need to improve service innovation and service quality capabilities. In addition, these results finding carry important theoretical and managerial implications.
