DOES SERVICE INNOVATION IMPACT ON FIRM PERFORMANCE? THE MODERATING EFFECT OF BRAND LOVE

The aim of this research work is to examine brand love in the relationship between service innovation and a firm performance among rural and community banks. The study made use of deductive research approach and utilised survey methodology in data collection from respondents numbering 1150 who were customers of rural and bank customers. Partial least squares structural equation modeling (PLS-SEM) was utilised to analyzed data collected. The research found that service innovation is positively impacted on a firm’s performance of rural and community banks. Also, brand love moderates in the relationship between service innovation and firm performance by strengthen the bond between both parties. The study builds on the prevailing study to examine service innovation and firm performance connectivity. The research relooked at brand love as a value in moderating for service innovation brand-firm performance connection. Further investigation is warranted to incorporate longitudinal designs in order to comprehensively capture the ever-changing nature of service innovation and its enduring influence on performance of organizations.