Push-Pull interactive model of service innovation cycle - under the service encounter framework

Prior exploration of the encounter process placed the focus on personal interactions or the relationship with various factors in the immediate environment, without addressing the impact that the interaction between the personnel and the customer has on development of activities. This study explores, in detail, the interaction between the point of offering (service personnel) and the point of request (customers), examines the push and pull roles each side takes on and the meaning of service innovation in this context. We employ the Critical Incident Technique in collecting qualitative data to illustrate how the formation of is a continuous and repeatedly escalating cycle. Through this repeating and renewing process, providers work towards the goal of excellent performance through the pursuit of continuous innovation.