Abstract/Summary

Existing scales for Service Innovation focused mostly on technological newness in firms where the non-technological components were ignored. This study emphasizes the need for measures that could include both technological and non-technological constructs from customer perspective across a range of sectors. Mixed Method approach was adopted where qualitative techniques like in-depth interview, focus group discussion were used for item generation and purification followed by quantitative tests like PCA, EFA and path analysis to establish the item validation. A 22 items scale named INNOSERV with seven major typologies that measure service innovation was developed. Theoretically this study helps in emphasizing the importance of considering non-technological innovation to be viewed while measuring performance by the service industry. Managerially, the scale could be adopted by the service industry in understanding how their customers perceive or diffuse their innovation activity. For society, this scale organization understands that non-technological innovation also plays a major role in contributing to economic, social and environmental sustainability. This study highlights the need for exclusive approaches, theories and measurement tools which are essential to be defined in the service sector.