KOREASCHOLAR

THE EFFECT OF SERVICE INNOVATION ON PERCEIVED SERVICE LUXURIOUSNESS AND WILLINGNESS TO PAY MORE

Sungkyu Lee, Jong-Ho Lee, Tony Garrett
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/422919
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Global Marketing Conference
2023 Global Marketing Conference at Seoul (2023.07)
p.867
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

This study examines how service innovation influences consumers’ perceived service luxuriousness and willingness to pay more. Service innovation influences willingness to pay more when service luxuriousness mediates. Type of service (functional vs. emotional) and level of brand equity (high vs. low) moderate the relationship between service innovation and service luxuriousness.

Keyword
Service innovationLuxurious appealBrand equity
Author
  • Sungkyu Lee(Akita International University, Japan)
  • Jong-Ho Lee(Korea University Business School, Republic of Korea)
  • Tony Garrett(Korea University Business School, Republic of Korea)