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研究生: 柯献堂
Hsien-Tang Ko
論文名稱: 整合公司創新能力與顧客需求探討服務創新之研究
Study on integrating firm’s innovation competencies and customer’s needs for service innovation
指導教授: 盧希鵬
Hsi-Peng Lu
口試委員: 楊亨利
Heng-Li Yang
翁崇雄
Chorng-Shyong Ong
張克章
Henry Ker-Chang Chang
黃世禎
Shih-Chen Huang
學位類別: 博士
Doctor
系所名稱: 管理學院 - 管理研究所
Graduate Institute of Management
論文出版年: 2009
畢業學年度: 98
語文別: 英文
論文頁數: 172
中文關鍵詞: 通訊產業個人創新特性創新擴散理論科技接受模式 (TAM)顧客滿意指標Kano 模式體驗行銷LISREL因素分析法創新能力服務創新
外文關鍵詞: personal innovativeness, communications industry, experiential marketing, Kano’s Model, customer satisfaction index, technology acceptance model (TAM), innovation diffusion theory (IDT), LISREL, factor analysis, innovation competencies, service innovation
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  • 近年來已開發國家如歐美等國,服務業占該國之國內生產毛額(GDP)的比例早已超過70%以上,可見「服務」對於經濟成長的重要性與日俱增。從過去研究者的結論中,我們發現公司該具備的創新能力、滿足消費者的需求屬性以及發掘消費者的採用意願因子,此三者是發展服務創新成功的關鍵議題,然而,我們也發現此三個議題存在如何確認最重要的創新能力?如何衡量創新能力?公司的創新能力是否與服務創新之績效有關連性?如何發掘滿足消費者的需求屬性?如何發掘影響消費者採用服務創新意願之重要因子?以及不同的消費者屬性是否存在不同的採用意願因子?等研究問題,因此,本論文以三個實証研究來解答這些研究問題,此三個實証研究之目的及主要的研究結果,歸納如下所述:
    從供應面觀點,研究一的主要目的是深入探索公司發展通訊產業整合式服務時,公司應該具備的創新能力、創新能力衡量工具之發展以及創新能力與營運績效之關連性。研究結果顯示5-構面17-項目為發展通訊整合服務之創新能力之衡量工具,這五個創新能力構面以「Industry-specific」構面最為重要,其次分別為「Market-related」構面、「Technology-related」構面、「Product-related」構面及「Organization-related」構面。另外,研究結果亦顯示創新能力與服務創新之營運績效有很強之正關連性。
    從需求面觀點,研究二的主要目的是探索服務創新之消費者需求屬性。我們以體驗行銷的觀念為起始點,提出成功的服務應該融合消費者的SENSE、FEEL、THINK、ACT以及RELATE五個體驗構面,然後採用最廣為使用的Kano模式,以居家視訊監控服務為例,對於這五個體驗構面中的服務功能,查究出消費者需要之重要程度。實証研究結果顯示在15個服務功能中有7個屬於魅力屬性,此意味著有具備這些服務功能將能提高消費者的滿意度,剩下的8個服務功能屬於線性型的屬性,此意味著這些服務功能愈充足時,消費者的滿意度也會愈高,這些服務功能愈不充足時,消費者的滿意度也會愈低。
    從行銷策略面觀點,研究三的主要目標是,對於影響有潛力的使用者採用光纖社區高等服務的因子,提供理論上及實証上的分析,以提供服務供應商作為規劃創新服務行銷策略之參考。研究結果顯示,整合科技接受模式 (TAM)與媒體的影響力、政府的影響力、感受的利益及個人的創新特性之模式,是適用於解釋光纖社區高等服務的採用意願,研究結果亦顯示個人的創新特性,是採用光纖社區高等服務的意願行為上最為重要的影響因子,另外,也證實不同特性的採納者,在採用服務創新之意願行為上,其影響因子也有顯著的不同,因此,對於不同的採納者族群,採取不同的行銷策略。
    最後,本論文提出理論與實務意涵、研究限制與建議未來研究方向。


    In recent years, developed countries such as Europe and America, the service economy has accounted for over 70% of their GDP, revealing that “service” is becoming more and more important to economic growth. There are research papers showing that a firm’s innovation competencies, customer’s needs attribute, and customer’s intention to adopt are the three key issues affecting the success of introducing service innovation. With these three key issues in mind we formulated some research questions: How to identify the most important innovation competencies? How to measure innovation competencies? Are there existing significant relationship between innovation competencies and performance? How to explore the service requirement of consumer needs? What are the primary determinant factors of consumer’s adoption for service innovation? Are there existing significant differences in the determinants among different adopters in intention to adopt service innovation and in marketing approaches applied to each adopter group? The three empirical studies provided substantial support for these research questions. The research purpose and key results from the three empirical studies are summarized in the following.
    From the supply side perspective, the purpose of study 1 is to gain insight into firms’ innovation competencies and to develop an instrument to examine the key innovation competencies that contribute to integrated services in the communications industry. The results show that 5-dimension and 17-item constructs the measurement instrument of innovation competencies for integrated services. An examination of individual dimensions’ effect on “Overall innovation competencies” shows that Industry-specific (0.45) is the most important dimension, followed by Market-related (0.23), Technology-related (0.14), Product-related (0.13), and Organization-related (0.13). The results also show that the direct effects of “Overall innovation competencies” on “Performance” are significant.
    From the demand side perspective, the purpose of study 2 is to explore the service requirements of customer’s needs attribute. We start off from the perspective of experiential marketing (Schmitt, 1999a), and propose that a strategically successful service should immerse customers in experiences like, SENSE, FEEL, THINK, ACT, and RELATE. We then adopt the widely used Kano’s model to probe the degree of importance among these five experiences in terms of customers’ needs attribute for service requirements, with residential video surveillance applications as the case study. The results show that 7 out of 15 service requirements are attractive attributes which means fulfilling these requirements leads to more than proportional satisfaction. 8 out of 15 are one-dimensional requirements, which means the higher the level of fulfillment, the higher the customer satisfaction.
    From the marketing perspective, the aim of study 3 is to provide a theoretical and empirical analysis on the influential factors associating with the adoption of FTTx community advanced services by potential users, to be used in the future as a reference in planning a marketing strategy for service innovation. Research results of study 3 show that integration of the TAM model with media influence, government influence, perceived benefits and personal innovativeness was applicable for explaining the adoption of FTTx community advanced services. The results also indicated that personal innovativeness is the most important factor affecting the user’s behavioral intention to adopt FTTx community advanced services. The results also provide evidence that there are existing significant differences in the determinants among different adopters in their intention to adopt service innovation and in marketing approaches applied to each adopter group.
    Finally, in the three studies, implications, limitations and future researches were also presented.

    1. Introduction 1 1.1. Background and motivation 1 1.2. Research questions 6 1.3. Research purposes 8 1.4. Organization of the disseration 11 2. Literature Review 13 2.1. Classification of innovation 13 2.2. The conceptual framework for determinants of innovation 16 2.3. Kano model of customer satisfaction 19 2.4. Experience and experiential marketing 24 2.5. Technology acceptance model 29 2.6. Innovation diffusion theory 34 3. Study 1: Measuring innovation competencies for integrated services in the communications industry 37 3.1. Brief introduction of study 1 37 3.2. The development of an initial set of items 40 3.3. Research method 53 3.4. Measurement instrument development 54 3.5. Findings 65 4. Study 2: An integrated approach to innovative service development using the Kano’s model and experiential marketing perspective 69 4.1. Brief introduction of study 2 69 4.2. An integrative approach 73 4.3. An empirical study 79 4.4. Findings 92 5. Study 3: Factors affecting advanced services adoption in FTTx community: contribution from TAM and diffusion theory models 95 5.1. Brief introduction of study 3 95 5.2. Theoretical background and hypothesis 99 5.3. Research method 106 5.4. Data analysis, testing and results 109 5.5. Findings 128 6. Conclusions 131 6.1. Summary of the study 131 6.2. Implications 135 6.3. Limitations 141 6.4. Suggestions for future research 142 7. References 143 8. Appendix 163 9. Vita and Publications 172

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