Adoption of a Service Innovation: a Case Study with Managerial Implications
- 1 January 1989
- journal article
- Published by Emerald Publishing in Journal of Services Marketing
- Vol. 3 (1) , 21-33
- https://doi.org/10.1108/eum0000000002479
Abstract
Reviews the findings of a study investigating the adoption of a service innovation and the relative importance to consumers in making the adoption decision. Suggests managerial implications and recommendations as a result of the study. Identifies other service industries to which the implications could be relevant. Includes an appendix describing the methodology of the study.Keywords
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