Abstract
This article investigates the relationship between perceived service innovativeness and perceived personal control in two exploratory and confirmatory studies. Three conclusions are drawn. First, when consumers perceive innovativeness in the dimensions of exterior facilities, employees, service core, and responsiveness, they tend to find the service more predictable. Second, innovativeness in the dimensions of administration, interior facilities, and technology can enhance the consumer's feeling of control over the service creation and/or delivery. Third, consumers of services with innovatively designed interior facilities, employees, and service core tend to find the offering more desirable. The findings and limitations are discussed and the directions for future research are exposed.
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