How Service Innovation Drives Repurchase Intention: The Role of Customer Emotional Attachment in Veterinary Clinics

Ramzi Ramzi (Universitas Nasional)
Andini Nurwulandari (Universitas Nasional)

Global Management: International Journal of Management Science and Entrepreneurship
Vol. 3 No. 3 (2026): August: Global Management: International Journal of Management Science and Entr

Veterinary clinics operate in a service environment where maintaining repeat patronage requires more than delivering technically adequate care, as customers increasingly expect service improvements that provide functional value while fostering meaningful relationships with service providers. However, the role of service innovation in encouraging repurchase intention and the emotional mechanism underlying this relationship remain insufficiently explored in the veterinary service context. This study aims to examine the influence of Service Innovation on Repurchase Intention and to determine whether Customer Emotional Attachment mediates this relationship. A quantitative research approach was employed, with data collected from customers who had experience using veterinary clinic services. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) through SmartPLS 4. The results indicate that Service Innovation positively and significantly influences Customer Emotional Attachment and Repurchase Intention. Customer Emotional Attachment also has a positive and significant influence on Repurchase Intention. Furthermore, Customer Emotional Attachment significantly mediates the relationship between Service Innovation and Repurchase Intention, while the direct effect of Service Innovation on Repurchase Intention remains significant. These findings indicate that service innovation contributes to customers' intention to revisit veterinary clinics through both direct and affective pathways. The study concludes that Customer Emotional Attachment represents an important mechanism through which service innovation can strengthen customers' future behavioral intentions. The findings contribute to service marketing literature by integrating functional and emotional perspectives in explaining repurchase intention within veterinary services and provide practical implications for veterinary clinic managers to develop innovations that enhance service value while creating meaningful customer experiences and stronger customer relationships.