Satisfaction With Service Innovations in Serbia

The aim of this paper is to observe the customers satisfaction with service innovations in Serbia. Dealing with the fact that services are generating approximately 71,6 % of EU nominal GDP, it could be said that services are strongly representing the future of economy1. In this paper will be present service innovations in context of their term, importance, classification and the both manifesting forms of service innovations: classical and contemporary. Also, the paper will point to indicate factors for service innovation’s success. Empirical part of this issue obtained interviewees from the field of commerce, banking and public administration. Finally, the service innovations satisfaction degree is determined by SERVQUAL adaptive model and ANOVA application