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Service innovation is a primary source of competitive advantage and a research priority. However, empirical evidence about the impact of innovativeness on new service adoption is inconclusive. A plausible explanation is that service innovation has thus far been studied using new product frameworks that do not fully capture the complexity of new service assessments by customers. We propose a different, holistic framework, which posits that new service adoption does not depend on individual service attributes, but on specific configurations of such attributes. We investigate this framework in a luxury hotel service context, using qualitative comparative analysis, a set-membership technique that is new to service research and suitable for configuration analyses. Results confirm that individual service attributes have complex trade-off effects and that only specific combinations of attributes act as sufficient conditions for …