Customer Involvement in Service Innovation in Banking Sector of Pakistan

Abstract

Customer involvement in service innovation has a positive impact on the performance and growth of banking sector. Prior studies recognize only importance of customer involvement in service innovation. Yet the researchers have not explored the relationship between technology advancement and customer involvement. The process of customer involvement in service innovation with mediating effect of technology is investigated by conducting quantitative research in banking sector of Pakistan. Data was collected by standard questionnaire. For data analysis, correlation coefficient was used through IBM SPSS Amos Software. The findings suggest that there is significant relationship between technology, customer involvement and service innovation. 

Keywords: Customer involvement, service innovation, technology, quantitative study