共同生產與服務創新對顧客價值和績效之影響

Effects of Co-production and Service Innovation on Customer Value and Performance

盧明滄(Ming-Tsang Lu)

指導教授 ： 湯玲郎

元智大學/管理學院/管理學院博士班/博士(2012年)

摘要

共同生產與服務創新在競爭的環境下是一項非常重要關鍵的因素。過去幾年中，隨著消費者意識逐漸抬頭，傳統的企業創新模式已經無法快速、準確地掌握顧客需求，加上產業的升級與轉型，「產業服務化」的發展與需求更是各產業亟欲瞭解的新興議題，為提升產業服務化所帶來的效益，供應鏈價值體系「共同生產」與「服務創新」之間的關係也就越來越受到重視。如何以服務主導邏輯的概念透過共同生產與服務創新方式的形成，提升顧客價值與財務績效，並以系統化的管理建立完善「服務創新模式」，是目前企業的重要議題之一。本研究利用服務主導邏輯、服務創新的概念來支持產業間共同生產與服務創新之間的影響、藉由此發展研究假設來驗證各構面之關係，本研究選擇台灣金融服務業與電子製造業來驗證理論模型，樣本取自於中華徵信2010之年企業名錄，當中金融服務業回覆201份問卷與電子製造業193份問卷，填答者為該公司之高階經理經理人。本研究以結構方程式作為資料分析之方法，研究結果指出：（1）顧客參與、市場導向與供應商選擇在金融服務業與電子製造業中均對於共同生產與服務創新有正向影響；（2）金融服務業的共同生產會直接影響財務績效，但共同生產並不會對服務創新有直接的影響關係；（3）然而在電子製造業中共同生產會直接影響服務創新，而電子製造業之服務創新並不會對於財務績效有直接的影響。此研究結果型態建議透過產業的區別、針對不同產業的特性，利用共同生產與服務創新之間的關係，加強整體服務系統思維模式，以提升企業的顧客價值與財務績效。

關鍵字

服務創新 ； 共同生產 ； 服務主導邏輯 ； 顧客參與 ； 市場導向 ； 供應商選擇 ； 顧客價值

並列摘要

Service innovation issue is a very critical factor in a competitive environment. In the past few years, the service’s development and needs is noticed by the change and transformation in each industry. Based on the concept of Service Dominant Logic, we found that the co-production and service innovation are more attention in service value chain. How to combine the releationships of co-production and service innovation is an important issue. Therefore, we use customer invelement, market orientation, and supplier section to test the releationship with co-production and service innovation. Through the concept service system, we established a "service innovation model" for company thinking when they improve their service quality or service innovation.
In this study, mail surveys were received from 201 and 193 senior executives in Taiwan financial service industry and electronics industry. The results of study support the hypothesized reletionships that co-production will affect financial performance in the financial service industry; co-production will affect the service innovation in the electronics industry. However, the co-production had not direct impact service innovation in the financial service industry; the service innovation had not direct impact financial performance in the electronics industry.

並列關鍵字

Service Dominant Logic (SDL) ； Customer Involvement ； Market Orientation ； Supplier Section ； Customer Performance. ； Service Innovation ； Co-production

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