The service zone or service sector has nowadays turned to be highly competitive and globalized; as a result persuading businesses to re-shape their offerings. In circumstances where the services drops its different benefits or is not able to sustain the similar, the continued existence of the firm mainly depends on its capability to constantly innovate and make the most of potential opportunities in a perpetually changing landscape. In this respect, the service innovation is an important element which can very much contribute to a firm's success, improve value, enhance customer retention, attract new customers, and efficiently accelerate growth and productivity. However the researchers have revealed increased interest in the domain of service innovation, studies evaluating the challenges in the implementation of similar are deficient. Throughout an analysis and synthesis of the existing literature in this regard, the current review paper proposes the possible opportunities whic...
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