How quality and innovation drive the service experience

This chapter delves into the interconnected relationship between quality and innovation as fundamental drivers of superior service experience. It argues that, while quality acts as a necessary precursor, fostering satisfaction and aligning with customer expectations, it is not solely sufficient for crafting memorable and unique service experiences. Innovation, on the other hand, serves as a catalyst that not only complements quality but also introduces elements of surprise and engagement, necessary for sustaining customer interest and loyalty. By integrating service logic with a customer-centric perspective, the chapter redefines quality and innovation from the standpoint of value creation. It further explores how these dimensions interplay across various stages of customer interaction - from value proposition and realization to relationship experience and interaction space. The narrative concludes that a synergistic approach, leveraging both quality and innovation, is crucial for businesses to stay relevant and competitive in the evolving market landscape.