摘 要 台灣經濟結構隨著社會發展,金融業的發展尤為政府政策的關注重點,且逐步開放金融市場,使得金融市場的參與者大幅增加,競爭日益激烈,然而提供顧客滿意的服務則為銀行業經營的核心之一。因此,本研究探討銀行業在實施服務的創新活動時,如何藉由服務創新脈絡模式的使用,促使組織績效的提升,是本研究欲探討的主題。 本研究旨在探討銀行業服務創新脈絡模式之研究-兼論對組織績效之影響,以台南縣市銀行業為研究對象。問卷發放時間為2007年4月2日至30日,共發出300份問卷,回收224份問卷,扣除填寫不完整之無效問卷共3份,共得有效問卷221份,問卷回收率為74.67%。回收資料運用敘述性統計、因素分析、信度與效度分析、Pearson相關分析、迴歸分析及單因子變異數進行分析,結果如下: 1. 服務創新脈絡因素( 人員創造力、組織結構與環境特性)與服務創新呈現顯著正向影響。 2. 服務創新與組織績效呈現顯著正向影響。 3. 服務創新在服務創新脈絡因素影響組織績效的相關性呈現顯著的中介效果。
Abstract The economic structure in Taiwan has changed along with social development. Government policy places heavy emphasis on the development of finance industry. Opening the financial market progressively makes the participants increase by a wide margin. The competition is fierce day by day. Offering customers satisfactory services is one of the key issues for bank industry to manage. Therefore, the main purpose of this research is to discuss that how the improvement of organizational performance can be enhanced by serving the use of the contextual model in service innovation while the bank industry implements the innovative activity that is served. This research aims at the discussion of contextual model in service innovation in bank industry and its influences on organizational performance, taking the banks in Tainan City and Tainan County as research objects. 300 questionnaires were sent out from 2 - 30 of April of 2007 and 224 questionnaires were returned, deducting 3 invalid questionnaires, 221 effective questionnaires were collected. The questionnaire retrieve rate is 74.67%. Descriptive statistics, factor analysis, reliability and validity analysis, Pearson’s analysis, regression analysis, and one-way ANOVA have been applied in the retrieved materials, the result is as follows: 1. The factors in contextual model in service innovation (personnel’s creativity, organizational structure, and environmental characteristics) apparently have positive impact on service innovation. 2. Service innovation apparently has positive impact on organizational performance. 3. Service innovation presents the apparent impact significant mediate effect in how contextual model factors in service innovation impact organizational performance.