In the Philippines, there is a dearth of research on the innovation behavior of firms in specific service industries. To fill this knowledge gap, the study will use the 2021 survey on innovation activities, which provided broader coverage, including other service industries that the previous survey lacked due to a limited sample of service industries. This will help gain a more nuanced understanding of innovation behaviors and their determinants among various service industries. Case studies focusing on specific service segments may also be viable, such as examining the innovation behaviors of industries, including financial services, transportation services, and real estate.