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Service innovation, customer satisfaction and behavioural intentions: a conceptual framework

Ngan Tuyet Truong (School of Business and Management, RMIT University, Ho Chi Minh City, Vietnam)
Duy Dang-Pham (School of Science and Technology, RMIT University, Ho Chi Minh City, Vietnam)
Robert James McClelland (School of Business and Management, RMIT University, Ho Chi Minh City, Vietnam)
Mathews Nkhoma (School of Business and Management, RMIT University, Ho Chi Minh City, Vietnam)

Journal of Hospitality and Tourism Technology

ISSN: 1757-9880

Article publication date: 3 September 2020

Issue publication date: 31 October 2020




This paper aims to propose a conceptual framework to investigate the influences of innovative services on customer satisfaction and behavioural intentions. As service innovation has been focusing on the influences of product and technology innovation, this paper provides another insight into service innovation.


The proposed conceptual framework is based on findings from reviewing key theories and concepts, together with relevant literature in the service operation management, service innovation and hospitality management.


The proposed conceptual framework can be used to test empirically and explicate customer satisfaction and behavioural intentions towards service innovation of the hospitability operations. There are seven determinants can influence customer satisfaction: innovative mechanic clues, innovative humanic clues and innovative functional clues to influence customer transaction-specific satisfaction; complexity, meaningfulness, novelty and affordability to influence customer overall satisfaction. Customer expectation is formed by social factors, information, knowledge and their need to influence their actual perception, and the comparison between customers’ expectation and actual perception cause their satisfaction. The relationships amongst transaction-specific satisfaction, overall satisfaction and behavioural intentions can explain customer satisfaction comprehensively as a process of before, during and after their perception.

Practical implications

This paper highlights the importance of innovative service delivery and customers’ evaluation to contribute to creating service innovation. A synthetic definition of service innovation emphasised can help practitioners to define key determinants to effectively influence customer satisfaction and their behavioural intentions. Thus, marketing strategy aligned with operation management, can be practised appropriately.


This study provides key determinants to influencing customer satisfaction of service innovation through innovative service delivery in the hospitality operation, based on key theories and relevant literature.


本论文建立一个理论模型, 以研究创新型服务对顾客满意度和行为意向的影响。随着服务创新逐渐成为产品科技创新的焦点, 本论文针对服务创新提出一个新的角度。


本论文采用审阅服务运营管理、服务创新、和酒店管理的关键理论和概念, 提出理论模型。


本论文提出的理论模型可以进行实际测试, 以检测酒店运营中服务创新相关的顾客满意度和行为意向。研究表明, 影响顾客满意度的因素有七个:创新性硬件因子、创新性人文因子、创新性功能性因子以影响顾客交易方面的满意度、复杂性、有意义性、新意、以及可负担度以决定整体顾客满意度。顾客期待是由社会因子、信息、知识、和其影响实际感官的需求、以及顾客期待和实际感知之间的差别。交易性满意度、整体满意度、和行为意向之间的关系能够全面解释顾客满意度, 其在感知前、中、和后的过程中。


本论文强调了创新性服务流程和顾客评价对服务创新的重要性。本论文综合文献给出服务创新的概念能够帮助从业人员找到有效影响顾客满意度和行为意向的关键因素。因此, 制定出配合运营管理中的营销策略。


本论文根据审视关键理论和相关文献, 提出了酒店运营中营销服务创新的顾客满意度关键因素。



Truong, N.T., Dang-Pham, D., McClelland, R.J. and Nkhoma, M. (2020), "Service innovation, customer satisfaction and behavioural intentions: a conceptual framework", Journal of Hospitality and Tourism Technology, Vol. 11 No. 3, pp. 529-542.



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