“…This view implies that technological perspective to service innovation is optional and can even be eliminated from the business models . However, advocates of the view that creation of a new service is based on the technological approach, rely on the assumption that technology categorically underpins the nature of innovation in service (Ulrich and Eppinger, 1995, Gallouj, 1998, Tether, 2001, Sundbo et al, 2007, Wu, 2014, Chaparro-Pelaez et al, 2014. This is claimed that service innovation achievement is based upon the value created in collaboration among providers, customers and business partners , Hunt and Morgan, 1996, Dominguez-Péry et al, 2013.…”