This study examines the relationships between customers� perceived functional (social) benefits\nfrom service providers and customers� perception of service innovation. It also assesses the\nmediation effects of their participation on their perception of service innovation. Focusing on\nservice centers for ITproducts, structural equation modeling is used to test the hypotheses with\ndata collected from 116 university students in South Korea. The results demonstrate that\ncustomers� perceived functional benefits from service providers and their perceived social\nbenefits significantly and positively influence their perception of service innovationat service\ncenters for IT products. Additionally, customers� participation partially mediates the relationships\nbetween their perceived functional (or social) benefits, and their perception of service\ninnovationat service centers for IT products. The theoretical and managerial implications of\nthese findings are also discussed.These findings may help in identifying factors that enhance\ncustomers�perception of service innovation.
Loading....