企業服務創新力競爭實證研究：以台灣百大品牌服務業為例

Abstract

科技與服務創新的結合是近年重要趨勢。過去文獻對於服務創新認知的研究，以及科技融合服務創新傳遞所創造的效益較少著墨。本研究從顧客觀點，探討品牌導入科技，對創新服務傳遞的認知程度，及其後效益。本研究建立服務創新競爭力模式，檢視創新服務傳遞流程的現況與顧客行為趨勢。採質量化並進，研究台灣百大品牌服務業。服務創新競爭力模式，包含創新投入、創新服務傳遞流程、關係品質及品牌認同度。經結構方程模式驗證，各項間存在正向顯著影響。品牌服務業者透過顧客導向服務創新競爭力模式，可累積品牌服務創新能量，亦可深化顧客對業者服務創新的有感度。

For the past few years, combining technology with service innovation has been a dominant trend. However, cognition of service innovation and the benefits of service innovation transfer were only sketchily described in early literature. So this study tries to examine customers’ cognition and companies’ benefits when brand operators introduce technology to service innovation.This study develops a competitiveness of business innovative services model and uses quantitative and qualitative research methods to validate the real-life experience and the trend of customers’ behaviors among Taiwan’s top 100 service brands.This model includes innovation input （investment）, process （delivery）, and output （result）. Each variable’s correlation is significantly positive. Service providers continue to accumulate experience about service innovation and arouse customers’ feeling toward this model.