Service innovation, experience marketing, and post-purchase behavior: The case of Team working in a direct marketing organization

Abstract. Service innovation has been an emerging and important topic in Management and Marketing research. This paper conceptually and logically discusses the impact that service innovation can make on consumers’ post-purchasing behavior. It is argued that service innovation can influence on customer re-purchasing, indirectly, through experience marketing. Theoretical and practical implications are offeredKeywords. Service innovation, Experience marketing, Value perception, Repurchase.JEL. M30, M31, M32, L84