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The study of service innovation for digiservice on loyalty

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  • Wu, Chih-Wen

Abstract

Advocates of management of service innovation see this area as a new and promising research field. As services are increasingly becoming driving forces of economies, the introduction of new services to satisfy customer needs is becoming a critical issue for managers. This research attempts to address the consumer issue of service innovation. The research entails a comprehensive study of the impacts of service innovation on consumer loyalty in the digiservice context. The study examines service innovation loyalty from the consumer perspective; namely, technology leadership, service leadership, switching cost, brand equity, and customization. Personal interview data from 475 consumers provides the data for empirical hypothesis testing of the relationships between variables. The conceptual model investigates the relevant relationships among the constructs by using confirmatory factor analysis (CFA) and structural equation modeling (SEM). Findings from the research sample support the argument that technology leadership, service leadership, brand equity, and customization are the key determinants of loyalty. The paper also includes a discussion on the theoretical and managerial implications of the research findings.

Suggested Citation

  • Wu, Chih-Wen, 2014. "The study of service innovation for digiservice on loyalty," Journal of Business Research, Elsevier, vol. 67(5), pages 819-824.
    • Handle: RePEc:eee:jbrese:v:67:y:2014:i:5:p:819-824
    DOI: 10.1016/j.jbusres.2013.11.051
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    2. Xin Xu & James Y. L. Thong & Viswanath Venkatesh, 2014. "Effects of ICT Service Innovation and Complementary Strategies on Brand Equity and Customer Loyalty in a Consumer Technology Market," Information Systems Research, INFORMS, vol. 25(4), pages 710-729, December.
    3. Turner, Frances & Merle, Aurélie & Gotteland, David, 2020. "Enhancing consumer value of the co-design experience in mass customization," Journal of Business Research, Elsevier, vol. 117(C), pages 473-483.
    4. Leila Agha Kasiri & Shaheen Mansori, 2016. "Standardization, customization, and customer loyalty in service industry," Journal of Marketing Analytics, Palgrave Macmillan, vol. 4(2), pages 66-76, July.
    5. Neringa Vilkaite-Vaitone & Ilona Skackauskiene, 2020. "Service Customer Loyalty: An Evaluation Based on Loyalty Factors," Sustainability, MDPI, vol. 12(6), pages 1-20, March.
    6. Beatriz Moliner-Velázquez & María Fuentes-Blasco & Irene Gil-Saura, 2019. "Effects of value and innovation on brand equity in retailing," Journal of Brand Management, Palgrave Macmillan, vol. 26(6), pages 658-674, November.

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