Abstract: Malaysian mobile service providers face the challenges in service innovation and to sustain competitive advantage in the industry. The importance of innovation for a company's competitive advantage and survival in increasingly intense changing markets is undisputed amongst scholars and managers. Realizing the importance of service innovation, we interpret the implementation and design of enhanced or new service innovation which involve customer and competitive advantage to sense impulses for innovation, transform organization operational capabilities to the desired state and finally seize the meaningful ways for change. Therefore, a new framework will be proposed in this study that service innovation structure into the 5 areas of systems, process, organization, tools or technology and strategy. Based on analysis of existing literature, we further recognize and elaborate the key factors in all of these five areas of service innovation. In this conceptual study, we are proposing a novel framework which is adopted from in SPOTS Model theory to contribute to deeper understanding of service innovation process and delivery. Besides, this framework also is beneficial to both practice and body of knowledge. It offers an overview that enables firms to more systematically drive service innovation capability areas. As for academia, it stipulates promising directions for future research.
Ainul Mardhiyah Nor Aziz and Noraini Abu Talib, 2016. Assessing Service Innovation and Customer Involvement in Malaysian Mobile Service Provider. The Social Sciences, 11: 2828-2835.