The Impact of Service Innovativeness on Self congruity and Functional congruity with Motivation to Innovate as a Moderation Variable

Kristiningsih, . (2019) The Impact of Service Innovativeness on Self congruity and Functional congruity with Motivation to Innovate as a Moderation Variable. CRC Press/Balkema, Taylor & Francis Group. (Unpublished)

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Abstract

The purpose of this research is to examine the role of service innovativeness in building image congruity consisting of Self congruity and Functional congruity. This research also tests the moderation effect of motivation to innovate on the relationship between service innovativeness and Self congruity and Functional Congruity. Based on the basic theory of Elaboration Like hood Model (ELM) from Petty and Caciopo (1979) this research tries to know the role of consumer motivation that will influence consumer perception on service innovativeness to image congruity (both Self congruity and functional congruity). That has not been studied in previous studies. This study will take a population from consumers of skin care and beauty services that many stand in big cities in East Java that following the development of the modern lifestyle of the community. The reason for choosing this object is because the qualification of this service builds service innovatiness in an increasingly competitive industrial situation Keywords: service innovativeness, self congruity, functional congruity, motivation to innovate

Item Type:	Other
Subjects:	H Social Sciences > HC Economic History and Conditions
Divisions:	Faculty of Economic and Business > Management Study Program
Depositing User:	Sulimin BP3
Date Deposited:	20 May 2021 04:27
Last Modified:	20 May 2021 04:27
URI:	http://erepository.uwks.ac.id/id/eprint/8945

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