IMPORTANCE OF CUSTOMER INVOLVEMENT IN SERVICE INNOVATION AND THE ROLE OF TOTAL QUALITY MANAGEMENT

Abstract

This study is an attempt to determine the effect of customer involvement on service innovation in banking sector of Pakistan. It assumes that the banks in Pakistan implement TQM practices for quality management. It includes various theoretical models to give direction towards understanding of relationship between customer involvement and service innovation. This literature based study provides theoretical evidences for the effect of customer involvement on service innovation. There is uncertainty about the validity and reliability of the results found. However, the literature shows significant effect of customer involvement on service innovation.