旅遊業服務主導邏輯對服務創新之影響－以服務價值模式探討

The Exploratory Study on Service Value Model based on Service Dominant Logic in tourism industry

高于歡(YU-HUAN KAO) ； 吳萬益(WANN-YIH WU)

《服務業管理評論》 15期 (2020/12) Pp. 71-85

摘要

本研究探討服務主導邏輯、社會資本、動態服務創新能力對服務創新變數之影響，釐清服務主導邏輯概念下之服務價值模式。由於相關議題近年來才興起，該領域之文獻非常有限，因此研究先從質性訪談開始，藉由專家訪談確認各層級與各過程之重要因素。本研究將分為質化與量化進行研究，質性研究旨在進行服務主導邏輯、社會資本、動態服務創新能力及服務創新等相關構面，蒐集資料來進行歸納分析，以找出影響服務創新之前置變數。第二階段以問卷調查用結構方程模型SEM進行本研究假設之實證，由於過去對於服務主導邏輯之研究仍屬於探索性階段，本研究所推導之研究架構與實證結果可做為後續研究之重要參考，也為旅遊業之服務主導邏輯時代下提供理論參考和實踐啟示。

關鍵字

服務主導邏輯 ； 社會資本 ； 動態服務創新能力 ； 服務創新

並列摘要

This study intends to explore the influence of service dominant logic, social capital, dynamitic service innovation capacity, and service innovation. This study intends to understand service dominant logic in Taiwan through empirical investigation. Considering this issue is new in Taiwan and lacks of plenty literatures, this study will start by qualitative research to verifying those important factors of different levels and process. This study be conducted in two stages, including qualitative study, and questionnaire survey. The first stage of this study is qualitative study. We collected data which relate to service dominant logic, social capital, dynamitic service innovation capacity, and service innovation variables to find out those antecedent, consequences of service innovation. The second stage conducted a series of questionnaire. As those past studies of service dominant logic remain on exploratory stage, the results of this study could be very helpful for academicians to further validate the research model and could be very useful for professionals to design and implement service strategies.

並列關鍵字

Service-Dominant Logic ； Social Capital ； Dynamic Service Innovation Capacity ； Service Innovation