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Research Article

EEO. 2021; 20(4): 1010-1017

The Effect of Customer and Staff’s Involvement on Service Innovation in Malaysian Mobile Service Provider

Ainul Mardhiyah Nor Aziz, Noraini Abu Talib, Wan Md Syukri Wan Mohamad Ali.


The importance of this study is to discuss an important topic that is vital for service innovation. The main objective is to identify the conceptual theory of the effect of service innovation and the effectiveness of the competitive advantage of Mobile Service Provider in Malaysia from the involvement of the staff and customers. By identifying the process, system, organization, technology and strategy as well as degree of decision-making efficacy in different areas.. In this article, the descriptive field approach was used to collect the data by used qualitative tools and develop the research framework. Development research methodology uses structured questions for data collection and data analysis. This study enhances the emerging opportunities and satisfies the crucial void in the company that now exists. This study is therefore important for academia and the level of the manager to improve service creativity in the organizations’ decision-making strategy.

Key words: Service Innovation, Staff’s Involvement, Customer’s Involvement, Competitive Advantage, and Mobile Service Provider

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