Business marketing reflects a broader concept that includes emergence and greater attention given to services (Malhotra et al., 2008; Ndubisi, 2013). Service "as the application of specialized competences (knowledge and skills) through deeds, processes, and performances for the benefit of another entity or the entity itself" (Vargo & Lusch, 2004; p2) contribute significantly to the growth of every economic system. In today's increasingly dynamic, complex and unpredictable business environment, service organizations/industries, value added services providers, and non-tangible goods providers (Malhotra et al. 2008; Ndubisi, 2012; Vargo & Lusch, 2004) try to renew themselves and add value through entrepreneurial activities and innovation. Innovation is the adoption of an idea or behaviour new to the adopting organization, which involves all dimensions of organizational activities, such as a new product or service, a new production process technology, a new structure or administrative system, and a new plan or program within the organization (Damanpour, 1991).