THE ROLE OF PERFORMANCE AND NEW SERVICES DEVELOPMENT ON SUSTAINABLE COMPETITIVE ADVANTAGE IN INDONESIAN PRIVATE UNIVERSITIES
Keywords:new services development; performance; marketing innovation, private universities.
The purpose of this study is to determine the effect of performance on the development of new servicesin private universities in Indonesia. Secondly, the influence of performance on sustainable competitive advantages in private universities in Indonesia. Thirdly, the influence of new services development on sustainable competitive advantages in private universities in Indonesia. Fourthly, whether new services development mediates the effect of performance on sustainable competitive advantages in private universities in Indonesia. The sample population for this study are individual respondents or students who are active in the 10 best private universities in Indonesia according to the results of the July 2020 edition of Webometrics. Using purposive sampling technique, 400 students were selected as sample of the study. The collected data is then analysed by adopting the Structural Equation Modelling (SEM) approach using LISREL software. The findings of the study indicate that performance has a significant effect on new services development and sustainable competitive advantages inIndonesianprivate universities. Similiarly, the new services development is found to havea significant effect on sustainable competitive advantages. Finally, the study also finds a significant indirect effect of performance on sustainable competitive advantages throughnew services development in private universities in Indonesia.