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This paper is to investigate the relationships among job characteristics, individual creativity, and incremental innovation, and the mediating effect of creativity on the relationship between job characteristics and incremental innovation. Data of 241 questionnaires were gathered from customer encountering employees of service business in Kangwon area. The results of empirical analysis are as follows; First, autonomy, job variety, feedback is positively related with creativity. Second, creativity is much positively related with all incremental innovation factors. Third, creativity has mediation effects on the relationship between job variety and all incremental innovation factors, on the relationship between autonomy and operational/service innovation, and on the relationship between feedback and process/service innovation. But creativity does not have mediation effects on the relationship between job importance and all incremental innovation factors,