There has been stiff competition in many industries in China and companies in the have been failing to find new ways of communicating and creating dialogue with potential and existing customers (Mazikana, 2018). Some have been resorting to service innovation as a way of achieving a competitive...

Although service innovation has become important in the world of business, very little research has been done to support the development of service innovation in Bancassurance organizations in developing countries (Blomback and Wigren, 2015 in Moyeen and Courvisanos, 2019). It is also reported...