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THE SERVICE INNOVATION ON CUSTOMER ADVOCACY AND THE ROLE OF CUSTOMER PERCEIVED VALUE AND WILLINGNESS TO PAY
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Innovation is creating something in order to maintain the competitive advantages.
Service innovation is an increasingly and important factor in maintaining a company’s
competitive advantage. This study purpose is to investigate the effect of service innovation on
customer advocacy and also to find out the role of customer perceived value and willingness to
pay for coffee on demand. The research was done on a start-up company that built an
application for the customer to purchase online easily. The sample were collected from the
buyer that used the application to purchase the beverages in one store of coffee shop X. The
total of 293 respondents participated in this study. This study found that service innovation is
not statically significant to customer advocacy, however, it is significantly positive when
mediating variable (customer perceived value and willingness to pay) is taken into account.
Nursery Alfaridi S. Nasution - Personal Name
Firdaus Alamsjah - Personal Name
Elidjen - Personal Name
Wibowo Kosasih - Personal Name
Firdaus Alamsjah - Personal Name
Elidjen - Personal Name
Wibowo Kosasih - Personal Name
digital
2622-5778
NONE
electronic file
English
ITL Trisakti
2020
Jakarta
GROSTLOG 2020
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