Abstract
Service organisations are faced with intense competition and are relying on service innovations to achieve a competitive advantage. The purpose of this study was to investigate the drivers of service innovation in service organisations. Complexity Theory is adopted as the underlying conceptual lens to answer the research questions and attain the research objectives. A qualitative research method was followed to achieve the research objective. In-depth interviews were conducted to collect primary data with service managers and marketing personnel of service organisations. The primary data in this research paper were analysed using a content analysis method with the aid of Atlas.ti version 8. The results of this study revealed that the level of competition in the industry, and customers’ changing behavior. In addition, this study uncovered the key organisations’ resources that serve as key drivers of service innovation in service organisations. This paper provides recommendations to managers in service organisations and directions for future research on service innovation.
 
 Received: 1 November 2020 / Accepted: 9 December 2020 / Published: 5 March 2021
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