Service Innovation is crucial point for Telecommunication Industry to sustain in competitive market. Nowadays, the competitive environment among the industry player leads to the decision making process as one of the important part in organization. Thus, this study is to conduct overview of literature review of relationship between diffusion innovations in decision making process through customer participation towards service quality. All important variables in this study are thoroughly discuss to spread benefits and gap of knowledge mainly for managers level and academic line. Therefore, this study is worthwhile in future research to identify the valuable research findings
