Exploring the impacts of service innovation on customer satisfaction in the telecom industry: A perspective from interactive and supportive service innovations

Dao Thi Ta, Chia-Han Yang

Research output: Contribution to journalArticle

Abstract

The impact of service innovation on customer perception has been investigated in many studies. This paper provides a unique view of service innovation by categorizing service innovation into two forms, interactive and supportive service innovations, and exploring their effects on customer satisfaction and retention in the context of telecommunication services. A dataset of 402 telecom service users from Vietnam is collected for empirical hypotheses testing of the relationships among supportive/interactive service innovation, customer satisfaction, and customer retention. The findings show that the two components of service innovation, interaction and support, are the key determinants of customer satisfaction and customer retention, which provides important information for telecom managers in service strategy planning. The study suggests that service firms should differentiate themselves by investing in supportive service innovations since interactive services are characterized by ease of copying, especially in the telecom sector, which is a highly technology-mediated environment.

Original languageEnglish
Article number1850053
JournalInternational Journal of Innovation Management
Volume22
Issue number7
DOIs
Publication statusPublished - 2018 Oct 1

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Customer satisfaction
Innovation
Industry
Telecommunication services
Copying
Telecom industry
Service innovation
Managers
Planning
Testing
Customer retention
Telecom

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Strategy and Management
  • Management of Technology and Innovation

Cite this

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