服務創新、顧客滿意度與顧客忠誠度之關係─以O2O平台為例

創新是企業在市場競爭中極為重要的一環，根據過往學者的研究，業者惟有不斷的創新，才能夠因應多變的市場以及滿足多元化的顧客需求，並發展出現代化的服務及產品，以求創造企業的永續經營及嶄新的服務。電子商務(Electronic Commerce, EC)雖然是發展成熟的一種商務系統，但近年來一種新型的電子商務模式O2O(Online to Offline)在市場上快速發展起來，過去學者對於電子商務的相關研究大部分都著重在傳統的B2B、B2C等模式，其研究文獻相當豐富及完善，而在O2O的議題上相關的研究還是較為少有，故本研究將藉由服務創新的角度來探討，O2O商業模式在如今消費需求多元與競爭激烈的電子商務市場中，企業要如何發展服務創新來提升顧客滿意度，進而強化顧客忠誠度，以達企業提升經營績效與永續經營的目的。最後，本研究根據研究之結果為O2O業者提供建議，做為推動服務創新及俾利企業提昇經營成效之參考，為此本研究即以遞送流程之新穎程度、服務修正、服務對市場之新穎程作為服務創新的衡量構面，針對O2O業者的服務創新績效對於顧客滿意度、顧客忠誠度所產生的影響進行實證研究。

關鍵字

O2O ；服務創新；顧客滿意度顧客忠誠度

並列摘要

Innovation is an integral part of business competition in the marketplace. Earlier studies show that constant innovation is the only way for businesses to respond to an ever-changing market landscape and meet diverse customer needs while development of modern services and products is the key to corporate sustainability and creation of brand new services. Although electronic commerce (EC) is already a fully developed commerce system, a new EC model called ‘online to offline’ (O2O) has been gaining rapid momentum in the marketplace in recent years. While earlier studies of EC largely focus on traditional models such as B2B and B2C and provide a rich and comprehensive range of literature in this regard, there are still few studies concerned with O2O. Therefore, this study explored from the perspective of service innovation how businesses that adopt the O2O business model can achieve greater business results and sustainability in the fiercely competitive EC market with diverse consumer needs by developing service innovation that increases customer satisfaction and enhances customer loyalty. Finally, suggestions based on the results of this study are provided as references for O2O businesses in promoting service innovation that benefits them with greater business results. For this purpose, this study was conducted as an empirical research that measured the effects of performance in service innovation by O2O businesses on customer satisfaction and loyalty in terms of novelty of their service delivery processes, service remediation and novelty of their services in the market as measures of their service innovation.