Perceived value of service innovation: a conceptual framework

Purpose – This paper aims at better understanding the intention to adopt service innovation in a business context by analyzing the nature of perceived value. Design/methodology/approach – This research uses Holbrook's approach on value, applied to a B2B context, in order to better understand the nature of the perceived value of a new service. A qualitative study on 33 firms is carried out through two steps: an exploratory stage and an understanding stage. Findings – The results show different aspects of the service innovation value in a business market, identify various recipients of this value, and underline how the level of newness in the service impacts the nature of perceived value. More generally, this research provides an analytical framework of service innovation value for a firm in a B2B market. Research limitations/implications – This study aims at broadening previous research that studied the perceived value of offerings in a B2B context by considering various types of perceived value of a service innovation. Also, Holbrook's frame of analysis was adapted to the B2B context. In order to make the conclusions more relevant, it would be necessary to enlarge the sample, introduce other service innovations and to carry out a quantitative study. Practical implications – To market their service innovation, companies can adopt a positioning on other criteria than price or quality/performance and communicate with various recipients. Originality/value – The paper highlights the diversity of components of service innovation value (not only economic and functional components but also emotional, symbolic, altruistic, interactional components of value).