Post-Innovation: Sustaining Service Innovation in Organizations

Although developing service innovations is challenging, maintaining their relevance after implementation can be even more difficult, as their attractiveness may decline over time. This makes continued attention to service quality important in the post-innovation stage. However, prior research has rarely examined the integration of service innovation and service quality. Therefore, this study explores service-innovation events through the lens of customer value and discusses their implications for post-innovation management. A case study was conducted using 561 hostels and 66 international tourist hotels, yielding 6216 service-related events for analysis. The data were analyzed using a hybrid approach integrating text analysis and content analysis. The study identified a four-dimensional customer value framework comprising functional, hedonic, contextual, and relational values, from which 16 service quality indicators were derived to support service innovation during the post-innovation period. Drawing on these empirical findings, the study proposes five conceptual processes that may inform understanding of how organizations sustain service innovation after implementation. These findings suggest that maintaining the relevance of service innovation requires continuous attention to service quality as customer value changes. This study provides a conceptual framework for post-innovation service quality management and offers practical guidance for managing service quality after innovation implementation.