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This study examines the relationships between customers’ perceived functional (social) benefits from service providers and customers’ perception of service innovation. It also assesses the mediation effects of their participation on their perception of service innovation. Focusing on service centers for ITproducts, structural equation modeling is used to test the hypotheses with data collected from 116 university students in South Korea. The results demonstrate that customers’ perceived functional benefits from service providers and their perceived social benefits significantly and positively influence their perception of service innovationat service centers for IT products. Additionally, customers’ participation partially mediates the relationships between their perceived functional (or social) benefits, and their perception of service innovationat service centers for IT products. The theoretical and managerial implications of these findings are also discussed.These findings may help in identifying factors that enhance customers’perception of service innovation.

journal of administrative sciences and technology

The Effects of Customers’ Perceived Relational Benefits on The Customer Perception of Service Innovation at Service Centers for IT Products: The Mediating Role of Customer Participation