Sustainability-oriented service innovation: examining relationship value and satisfaction

Purpose In the current dynamic and competitive environment in which service sector companies operate, innovation and sustainability are put forward as differentiating elements. Given this scenario, this study examines the interaction between Sustainability-Oriented Service Innovation (SOSI), information and communication technologies (ICT), relationship value, and satisfaction in the context of the service sector from the companies’ perspective. Design/methodology/approach We used a structural model based on data from 450 hotel and retail managers to evaluate if ICT facilitates SOSI and if it drives relationship value and stakeholder satisfaction. Findings The results reveal that ICT is a significant catalyst for SOSI in the service sector. Furthermore, empirical evidence was found on how relationship value acts as a crucial mediator between SOSI and satisfaction, indicating that value perceptions derived from innovative and sustainable practices are essential to improve the satisfaction of agents close to the organisation. Significant differences are also observed in the relationships between hotels and retailers, suggesting the need for strategies tailored to each sector. Practical implications This study contributes to both theoretical advancements in Sustainability-Oriented Service Innovation (SOSI) and practical insights, offering actionable strategies for enhancing business practices and stakeholder engagement in the service sector. Originality/value Conducting this study allows us to advance the understanding of how the integration of technologies and a business culture oriented towards SOSI can strengthen relationships with customers and suppliers and increase their satisfaction, offering valuable insights for managers working in the service sector.