4 Analysis and results4.1 Validation of measuresThis study refines the measures and evaluates their reliability and validity. First, Cronbach's alpha values ​​for three components: market orientation, incremental and radical service innovations, financial and market performance, market turbulence, technological turbulence, and competitive intensity range from 0.70 to 0.92, which they are all above the recommended level of 0.70 (Nunnally, 1978). Based on the first cut, the internal consistency and reliability of the four scales were established. Subsequently, to understand the factor structure and measurement quality, a principal components analysis with varimax rotation was conducted. An eigenvalue assessment was used to identify the number of factors to consider. During this process, the factors are loaded as expected. Therefore, these results indicate the unidimensionality of the various constructs. Thus, this study estimated a 12-factor confirmatory measurement model, including 10 focal constructs and two controls. For multi-item scales, this study set each questionnaire item to load only on its respective latent construct and allowed correlation between the latent constructs. After eliminating one item that possessed a low factor loading, the confirmatory model fit the data satisfactorily (X/df = 1.32, RMSEA = 0.05, CFI = 0.92, NNFI = 0.95 , PNFI = 0.76). All factor loadings are statistically significant (0.62 to 0.91) as they are above the recommended level of 0.60 (Hair et al., 2006). The t value of each factor loading is also significant (p < 0.01). The composite reliability of the constructs exceeds the usual benchmark of 0.60, ranging from 0.80 to 0.91 (Bagozzi and Yi, 1988), and all the extracted means v... half of the paper... could potentially exceed such prejudices. Third, because this study's sample comes from a broad range of service industries, the applicability of these findings to other industries should be viewed with caution. Fourth, this study focuses on the mediating role of market orientation and performance relationship. Further research could examine the boundary conditions of market orientation. For example, the role of customer orientation may be particularly relevant in service industries that require interaction, while competitor orientation may be significant in areas where self-service technologies are needed. Finally, this study was conducted in Taiwan, where there may be a greater bias towards the service sector than in many other countries. Replication of this research in other countries should help verify the applicability of the findings to other parts of the world.