The contemporary market for products and services is marked by intense and continually in-creasing competition, ongoing economic and technological shifts, and customers who are steadily more demanding and informed. The growing competition and the awareness of the 21st century customers require to link the new and more aware customer requirements with innovation in the services sector. The best source of information regarding changing demands comes from customer feedback, which guides modifications aimed at enhancing quality. Through their level of satisfaction, the customer imparts information about the extent, nature, and range of innovation required to fulfil their expectations. The article suggests a model util-ising the Servqual method, which helps to indicate sectors within service enterprises that re-quire modification or advancement, as well as the essence and category of said alterations. Suggestions for innovation are linked with the maximum value of the calculated indicator (RAi). The analysis of the data shows that the greatest scope for enhancement is in the E1 enterprise, where RAi in all domains exceeds the value of 30. The second business which requires quick alterations is E6. Two companies (E1 and E3) require innovation in the area related to “responsiveness.”