Adoption of a Service Innovation: a Case Study with Managerial Implications
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
Citation
Warren, W.E., Abercrombie, C.L. and Berl, R.L. (1989), "Adoption of a Service Innovation: a Case Study with Managerial Implications", Journal of Services Marketing, Vol. 3 No. 1, pp. 21-33. https://doi.org/10.1108/EUM0000000002479
Publisher
:MCB UP Ltd
Copyright © 1989, MCB UP Limited