Perceived service innovativeness, consumer trait innovativeness and patronage intention

This paper examines consumer perception of service innovativeness (CPSI) and its effect on patronage intention. The empirical study is contextualized in two considerably different service industries. Using survey data, the empirical analysis suggests: (a) CPSI is associated with patronage intention; (b) different CPSI dimensions emerge as significant in different service industries; and (c) consumer trait innovativeness modifies the effect of CPSI on patronage intention. The implications of findings and directions for further research are discussed.