Service innovation, experience marketing, and post-purchase behavior: The case of Team working in a direct marketing organization

Tao-Hung LIN

Abstract


Abstract. Service innovation has been an emerging and important topic in Management and Marketing research. This paper conceptually and logically discusses the impact that service innovation can make on consumers’ post-purchasing behavior. It is argued that service innovation can influence on customer re-purchasing, indirectly, through experience marketing. Theoretical and practical implications are offered

Keywords. Service innovation, Experience marketing, Value perception, Repurchase.

JEL. M30, M31, M32, L84.


Keywords


Service innovation; Experience marketing; Value perception; Repurchase.

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DOI: http://dx.doi.org/10.1453/jsas.v4i3.1405

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