SERVICE INNOVATION AND CUSTOMER DECISION MAKING FOR ABC BOARD GAME SHOP

Abstract

The purposes of this research were to investigate the levels of the service innovation and customer decision making regarding ABC Board Game Shop. This study employed quantitative research methodology, utilizing a sample of 349 customers. The primary data collection instrument was a questionnaire. In data analyzing process, this research used descriptive statistics for percentage, mean and standard deviation. The findings indicated that the respondents' perceptions of the service innovation, Overall perception was also at the highest level. Individual dimensions, including Environment, Information, Technology, and Process, were all rated at the highest level, respectively. Overall, customers’ service usage decision was at the highest level. The item with the highest mean score was customers’ willingness to provide suggestions for service improvement, followed by their willingness to recommend the store to others, confidence in the store’s services, and intention to revisit the store in the future.

Keywords: Service Innovation, Customer Decision, Board Game