The Factors Affecting the Customer's Views about Services Innovation: Case Study of Parkometers Users in Qazvin City

Innovation has attracted considerable interest in recent years in improving competitive advantage for both profit and nonprofit organizations. Service innovation offers the potential for substantially improving the performance، but performance gains are often obstructed by users’ unwillingness to accept and use available systems. This research aims to use the concept of Reasoned Action Theory to further examine consumer attitudes toward service innovation and its antecedents. By focus group discussion and literature review، a conceptual model with six postulated hypotheses is proposed. The Electronic Toll Collecting (Park meter) system is selected as the service innovation to test the model. A structured questionnaire is designed to collect field data. The structural equation model is used with LISREL VIII program to estimate the structural coefficients and to test the hypotheses. The findings represent hat perceived ease of use، perceived price fairness، risk averseness and satisfaction with existing service significantly influence consumer attitude، and influence consumer’s intention to adopt service innovation. The practical implication of the research is that، before introducing a service innovation، the service provider must seriously consider the possible difficulties of the usage.