customizing capability

In today's competitive environment, with the increasing growth of services in companies, the importance of understanding service innovation and ways to improve it has increased. Given the developments in the industry and their tendency towards competitiveness, attention to service innovation has already become important to gain a competitive advantage. The purpose of this article is to investigate the role of customer-oriented capability and service innovation in sustainable competitive advantage. In this study, 156 supervisors of food industry companies in Zanjan province in the framework of four hypotheses, the case was investigated by descriptive survey method. The results show that innovativeness service offering and customizing capability affect sustainable competitive advantage. also this paper show that customizing capability through innovativeness service offering has a positive and significant effect on  sustainable competitive advantage. Based on the results of this study, we can be suggested that managers pay more attention to customer needs in service innovation can achieve competitive advantage and superior performance than  competitors.