Service Innovations: Review andSynthesis of Research Priorities

Abstract

Purpose - The purpose of the study is to outline the research
priorities in the area of service innovation in leading service sector
journals like journal of service management, journal of service
marketing, journal of service research, service industries journal and
managing service quality. Design/methodology/approach - The final
screening search for “service innovation” in titles within top five
service marketing journals resulted into 45 articles from 2004-2015.
The classification of papers was made based on geographical
provenance, research approaches, service innovation typology and
service innovation perspectives. Findings - This study revealed that
service innovation studies are based on quantitative research design
predominantly focusing on measurement and strategy &
management, researched heavily in Europe and leveraged radical
innovation type most. Research limitations/implications – The
outcome of this study is based on only these five journals and
excluded allied journals. Practical implications - This study provides
valuable insights to researchers in setting the research priorities in
service innovation context.