“…Service innovations that facilitate need recognition, search, comparison, or the evaluation of products are assigned to the pre-purchase stage (PRE in Fig. 2; Puccinelli et al 2009;Reinartz et al 2019); those that pertain to selection, ordering, promotion, payment, and delivery are purchase stage innovations (PUR; Boyd et al 2019;Reinartz et al 2019;Yuldasheva et al 2020); and those that involve interactions after the actual purchase relate to the post-purchase stage (POST). We instructed the experts to take the correct point of view into account, as mentioned in the description.…”