Ozyilmaz, AdnanBerg, Daniel2024-09-182024-09-1820091460-67201741-525Xhttps://doi.org/10.1504/IJSTM.2009.024092https://hdl.handle.net/20.500.12483/10728This study's objective was to explore the role of Information Technology (IT) in service innovation in the two different quadrants of the service-process matrix, mass service and service shop. This study's findings illustrate that IT afford a major opportunity for differentiating- and efficiency-increasing service innovations for service organisations in the mass service quadrant of the service-process matrix, and a major opportunity for differentiating or customising service innovations in the service shop quadrant of the matrix. However, IT provides more opportunity for differentiating-service innovations than efficiency-increasing service innovations in the service shop quadrant of the matrix.eninfo:eu-repo/semantics/closedAccessITinformation technologyinnovationserviceArticle11324727110.1504/IJSTM.2009.0240922-s2.0-64549158103Q3WOS:000216516200003N/A