Significance of Technology in Service Innovation: An Overview

This study delves into the pivotal role of technology in driving service innovation, considering the prominence of the service sector in today's economy. Services, being intangible and dynamic, present unique challenges and opportunities for innovation. The research focuses on understanding how technology catalyzes improvements in service offerings, thereby enabling organizations to gain sustainable competitive advantages in existing markets and to explore new market opportunities. Key areas of investigation include organizational capability, marketing capability, service innovation strategies, and the interplay between Service-dominant logic and Resource-advantage theory. Through an examination of these factors, the study aims to illuminate the ways in which innovative technology enhances service innovation and contributes to organizational success. The current study defines service innovation as a change of the specific innovation dimensions related to various characteristics of service. The Service- dominant logic focuses on the intangible and dynamic resources also recognizes technology as one of the bundled, informational operant resources that benefits service innovation and Resource – advantage theory is emphasis on competences, value proposition, and operant resources which can be leveraged to develop innovation practices to produce superior organization performance. The outmoded role of technology as source to improve efficiency in the firm continues valid.