The importance of Innovation has been increased as a key factor in promoting the competitiveness of firms. In general, innovation can be categorized as either technological innovation or non-technological innovation. Since an emphasis on importance of innovation, the impact of technological innovation on firm performance has been a common research subject, but the recent studies related with innovation focus on non-technological innovation such as organizational innovation and marketing innovation. This study investigated the effects of both organizational innovation and marketing innovation on firm performance, in order to examine the importance of non-technological innovation which is excluded in the previous related studies. And using the service firms, this study investigated that innovation would be a crucial factor in increasing firm performance in service industry. Unlike the previous studies, to overcome the problem occurred from sample selection bias, propensity score matching was used in this study. From the empirical results, the effect of organizational innovation on firm performance was found to be not statistically significant, while the effect of marketing innovation on firm performance was shown to be positive. In the analyses differentiating firms by a legal size, organizational innovation positively affected on firm performance in large firms, but the significance of organizational innovation was not found in small and medium sized firms. And the effect of marketing innovation on firm performance was positive in both large and small & medium sized firms.