ISSN 2736-1721
Global Journal of Business Management ISSN 6731-4538 Vol. 3 (12), pp. 001-010, December, 2009. © International Scholars Journals
Full Length Research Paper
Push-Pull interactive model of service innovation cycle - under the service encounter framework
Iuan-Yuan Lu1, Chih-Yun Yang2* and Cheng-Jui Tseng3
1Department of Business Management, National Sun Yat-sen University, Taiwan.
2Department of Hospitality Marketing and Convention Management, National Kaohsiung Hospitality College, Taiwan.
3sDepartment of Business Management, National Sun Yat-sen University, Taiwan.
Accepted 23 August, 2009
Abstract
Prior exploration of the service encounter process placed the focus on personal interactions or the relationship with various factors in the immediate environment, without addressing the impact that the interaction between the service personnel and the customer has on development of service innovation activities. This study explores, in detail, the interaction between the point of service offering (service personnel) and the point of service request (customers), examines the push and pull roles each side takes on and the meaning of "service innovation" in this context. We employ the Critical Incident Technique in collecting qualitative data to illustrate how the formation of service innovation is a continuous and repeatedly escalating cycle. Through this repeating and renewing innovation process, service providers work towards the goal of excellent performance through the pursuit of continuous service innovation.
Key words: Service innovation cycle, service encounter, push-pull theory, critical incident technique.