Abstract Researchers and marketers have spent considerable effort to understand product newness, particularly really-new and incrementally new products, however, the same cannot be said about service newness. To date, there is no study that only focuses on how consumers perceive service newness. This research aims not only to fill this academic vacuum, but also to help the practitioner in framing messages that they send to potential consumers when a new service is being introduced. Furthermore, this study contributes to the services marketing literature by examining how new services in a variety of different industries are perceived by consumers.

中文翻译：

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消费者对服务新颖性的感知及其营销意义

摘要研究人员和市场营销人员花费了大量的精力来理解产品的新颖性，尤其是真正的新产品和逐步增加的新产品，然而，关于服务新颖性的说法却不尽相同。迄今为止，还没有研究仅关注消费者如何看待服务的新颖性。这项研究不仅旨在填补这一学术真空，而且还旨在帮助从业者确定在推出新服务时发送给潜在消费者的信息。此外，通过研究消费者如何看待各种不同行业中的新服务，本研究为服务营销文献做出了贡献。