ANTECEDENTS OF CUSTOMER-PERCEIVED SERVICE INNOVATION IN GRADUATE STUDY ABROAD SERVICE ENTERPRISES

Abstract

This research examines the antecedents of customer-perceived service innovation in graduate study abroad service enterprises in China. Amidst a competitive and rapidly digitalizing market, understanding the drivers of customer-perceived innovation is crucial for success. This study explores the impact of organizational factors (organizational culture, leadership, human resources, training, process improvement) and digital marketing strategies (online channels, targeting, advertising, measurement, content) on customer-perceived service innovation, with customer satisfaction acting as a mediator. A mixed-methods approach was employed, beginning with qualitative in-depth interviews with experts to develop a structured questionnaire. Quantitative data were then collected from 500 respondents, including students, parents, and educational consultants, in major Chinese urban centers. The data was analyzed using Structural Equation Modeling (SEM). The findings indicate that both organizational factors (β=0.446) and digital marketing strategies (β=0.580) have significant positive direct effects on customer satisfaction. In turn, these factors, along with customer satisfaction (β=0.381), directly and positively influence customer-perceived service innovation. Customer satisfaction was also found to be a critical mediator in these relationships. The final validated structural model demonstrated excellent goodness-of-fit (χ2/df=1.28, CFI = 0.99, RMSEA = 0.02) and explained 90.5% of the variance in customer-perceived service innovation. The study provides actionable insights for enterprises to enhance innovation by strengthening internal capabilities, implementing sophisticated digital marketing, and prioritizing customer satisfaction.