Research on the impact of business strategy orientation on the agility of service companies in the AI era

Tao Zhou, Birganym Amangeldieva, Hung-Lung Lin

2026

Full text Open access: Gold Metadata (CSL-JSON)
DOI 10.52123/1994-2370-2026-1784
Data confidence 70 medium
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Abstract

Against the backdrop of accelerated penetration of artificial intelligence technology into business practices, how to enhance organizational agility through appropriate business strategy design has become a key proposition for service enterprises to build core competitiveness. This study is based on questionnaire survey data of 306 middle and senior management personnel from 100 service companies in Beijing, Shanghai, Fujian and other places in China. Hypothesis testing is conducted using structural equation modeling and moderation analysis methods. The research results indicate that market-oriention has a significant positive impact on the agility of service companies, with a standardized path coefficient of 0.408. Technology-orientation also has a significant positive impact on the agility of service companies, with a standardized path coefficient of 0.263. The level of artificial intelligence application positively regulates the relationship between market-orientation and service company agility, as well as the relationship between technology-orientation and service company agility. Based on research findings, it is recommended that Kazakhstan systematically promote the intelligent transformation and agility improvement of service enterprises through the development of a differentiated transformation roadmap for knowledge intensive service industries, deepening cross-border technology cooperation on the Digital Silk Road, improving data ownership and trading mechanisms, and implementing a special training program for digitally skilled composite talents.