This study focuses on the mutual effects of service innovation on customer perceived value, customer satisfaction, and customer willingness to repurchase. In order to achieve the purpose of this study, this paper will analyze the relevant literature and propose a research framework, which will be confirmed by means of questionnaires. The questionnaire was divided into four scales: Service Innovative Scale, Perception Value Rating Scale, Customer Satisfaction Scale, and Customer Repurchase Intention, with a total of 34 questions. The questionnaires were distributed to existing car owners to collect data. The results show that service innovation has a positive effect on customer perceived value, customer satisfaction and customer willingness to repurchase, while customer perceived value has a positive effect on customer satisfaction and customer satisfaction has a positive effect on willingness to repurchase.