“…Innovation in services, products, or processes consists of developing improvements, new concepts, and new technologies aimed at differentiation in the markets and, consequently, competitive advantage for companies (Bettencourt, Brown, & Sirianni, 2013;Thakur & Hale, 2013;Carlborg, Kindström, & Kowalkowski, 2014). The concept of innovation in services is the insertion of new ideas focused on minimizing or eliminating problems, without necessarily offering something tangible, with a view to increasing benefits for customers (Gallouj et al, 2016;Pikkemaat & Zehrer, 2016).…”