Abstract
Technology-based self-services as service innovations are particularly interesting. Although service and innovation scholars agree that by developing successful service innovations, customer involvement and customer delight play an important role, current measurements neglect customers’ affective perceptions. Thus, the purpose of the current article is to develop a reliable and valid scale of delightful service innovations which incorporates aspects of new services which delight the customers. Based on comprehensive validation procedures, delightful service innovations are formed by six dimensions: sustainability, convenience, social status, playfulness, trustworthiness, and interactivity. Furthermore, delightful service innovation has positive effects on customer loyalty and positive word of mouth. The results are discussed with reference to innovation research and practice.
