Development of loyalty through innovation perceived in services
by Djalma Silva Guimaraes Junior; Fagner José Coutinho de Melo; André Philippi Gonzaga de Albuquerque; Eryka Fernanda Miranda Sobral
International Journal of Services and Operations Management (IJSOM), Vol. 43, No. 4, 2022

Abstract: This paper aimed to understand how consumers perceive the innovation contained in services, as well as to identify whether this perceived innovation affects customer loyalty through the services provided. A questionnaire adapted from Zolfagharian and Paswan (2008) was developed and 1,218 questionnaires were applied to four different segments of the service sector. After data collection, confirmatory factor analysis and structural equation modelling were used to test eight hypotheses developed to assess the perception of service innovation. Among the main findings, the significant relationship between the factor 'management and people' and 'perceived innovation' stands out, that is, only the variables related to management practices were considered as attributes capable of adding an innovative perspective about the service. The greatest contribution is the provision of guidelines for improvements in the services provided by the sectors studied, stimulating investments in innovation practices for the development of their organisational processes.

Online publication date: Tue, 06-Dec-2022

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