Today, it is important to provide the market with quality service, which is a key aspect of any successful company. Customers change their preferences for products and services faster, so it is important to continuously innovate, monitor, examine and adapt to the target group in order not to lose step with the competition. Service innovation must be the result of intensive dedication to the market or to customers in order to create an idea or identify the need for a new service and product, after which a prototype of the service must be designed. It is important to test the service prototype and adapt it to customers using market research. The difference between a service and a product is the interaction between buyers and sellers, which must be timely, professional and detailed in order to give the buyer attention and time that will result in a successful sale and an increase in the company's reputation. Competitive advantage can be achieved by realizing more value than competitors. This graduate work proved the existence of positive interdependence between innovation services and the achievement and increase of competitive advantage. At the company E MOBILITY ISTRA d.o.o. empirical research was carried out, the results of which confirmed the hypothesis of this thesis.